Stories of Market Research: The Insightrix Podcast Ep. 13 - Market Research in China

The thirteenth episode of Stories of Market Research: The Insightrix Podcast is all about market research and marketing in China and features episode guest, Andrew Kuiler, who joins the conversation by telephone from Shanghai. Andrew Kuiler is the CEO and founder of The Silk Initiative (TSI), a brand consultancy located in Shanghai, China. Doing a bulk of its business working with brands in the food and beverage space, Andrew and his company work with brands from all over the world to break into the Chinese market and succeed there. TSI works across many areas of the marketing process to design brand identities, innovate products and create visual assets for brands in China, Asia and elsewhere. In their conversation, Andrew and Duncan discuss the differences that exist in doing market research and marketing in China and some of the emerging trends one can see in that market, and Andrew shares some of his experiences he’s had helping brands move into the Chinese market. Later in the episode, we’re joined by Insightrix Communities Client Success Manager, Evan Goodfellow. Evan heads up the Insightrix Communities offices in Bangkok, Thailand, and does a great deal of work in the Asia-Pacific market. Since Evan also has experience working in China and in similar markets, and since he coordinates his time between Bangkok and Saskatoon, Canada, we thought it would be great to have him on to discuss his experiences. If you’d like to know more about the Silk Initiative and the work they do, or if you would like to know more about TSI Navigator, check out their website at www.thesilkinitiative.com. You can also learn more about Insightrix Communities online market research software at www.communities.insightrix.com. Insightrix Research releases new content regularly! Check out the Insightrix blog roll (insightrix.com/market-research-industry-blog/) for informative articles about everything and anything market research related. You can follow Insightrix on social media on Facebook, Twitter and Instagram, and subscribe to our YouTube channel to make sure you never miss a video. You can also access Stories of Market Research: The Insightrix Podcast on your favourite podcast player app, including Apple Podcast, Stitcher and Google Podcast. Make sure to subscribe to be notified the moment a new episode is published! Transcript: [00:01] Episode introduction [01:36] Theme music [02:06] Duncan welcomes Andrew to the podcast [02:42] Andrew describes The Silk Initiatives and the work they do, as well as how they help their clients [05:41] Andrew discusses the differences between the Chinese business market and the markets in North American and Australia [09:50] Andrew explains some of the differences that exist in marketing and doing market research in the different cities and regions in China [15:02] Duncan asks Andrew to relate some of his experiences in which his clients may have needed help negotiating differences in business culture or regulation [19:40] Andrew describes some of the trends he sees looking ahead in the Chinese market [24:53] Duncan asks Andrew to discuss the possibility of more Chinese brands moving into the North American food and beverage market [26:28] Andrew describes TSI Navigator, a tool that will soon be available on The Silk Initiative website [29:50] Duncan thanks Andrew for appearing on the podcast [30:22] End segment [32:13] Duncan welcomes Evan Goodfellow to the podcast [34:38] Evan discusses what it's like coordinating work between offices in Saskatoon, Canada and Bangkok, Thailand [36:30] Duncan asks Evan to describe some of the differences between doing business in the Asia-Pacific market and North America [38:13] Evan explains some of the new features available in the Insightrix Communities software [41:24] Duncan thanks Evan for appearing on the podcast. End of segment. [41:55] Episode outro. Duncan thanks guests Andrew Kuiler and Evan Goodfellow for appearing on the podcast, provides more information about TSI Navigator and how to contact The Silk Initiative, as well as information about how to contact Insightrix Communities.