What (neuro)marketers and market researchers need to know about Asia and the Asian brain
Th. March 8 9:15 AM 'The Glass House'
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In the past few years, Asia has proved a stumbling block for several high profile Western brands who, despite investing in traditional market research, still failed to understand the commercial logistics and cultural nuances of the individual markets residing in this region. Rates of product failures in Asia (including for Asian brands seeking to break into neighboring markets) far outstrip the incidence observed in Western markets. In a region where negative feedback is culturally inappropriate and in rural areas across the vast markets of China, India and Indonesia focus groups and surveys are almost unheard of, demand for a deeper understanding of consumers in this market is paramount and represents a huge opportunity for the global neuromarketing industry.
Against this backdrop, demand for a deeper understanding of Asian consumers, including the subconscious drivers of behavior is rising. Not least of which is the ability to predict needs, acceptance and demand in circumstances where consumers are typically unable to introspect and comment on cultural norms.
But neuromarketers too need to be aware of recent neuroscientific and psychological research that suggests the way in which Asian consumers perceive and understand the world is rather different from Western consumers – a finding reflected not only in their behavior but also in terms of brain function.
Gemma Calvert's will kick of the 7th Neuromarketing World Forum with an introduction to market research in Asia, and the differences that are rooted in the brain, and impact the outcome of (neuromarketing) research.
Audience takeaways:
- Learn why market research in the Asian region might be challenging
- Get insights in
biological
differences that impact neuromarketing research in Asia