MEDIA RELEASE PR35229
Grey Group Asia Pacific Launches Latest 2009 Eye on Asia Study
SINGAPORE, June 30 /PRNewswire-AsiaNet/ --
Grey Group Asia Pacific, a leading marketing communications company,
today released its latest 2009 Eye on Asia study, which looks at the hopes
and dreams of people in 16 countries across the Asia Pacific region.
A proprietary initiative of Grey Group, Eye on Asia aims to determine the
powerful underlying trends and human truths that will shape branding and
communications now and in the future. The research examines three areas of
life for Asians, namely Lifestyle, Present & Future Aspirations, and
Consumerism & Communications.
Recognised as an annual predictor of trends, Eye on Asia gets closer to
the people of Asia, understanding what they want from life by exploring a
broad range of topics, such as attitudes about work, family, finances, the
environment and their value systems, as well as brands and marketing.
This year, Grey Group has identified a series of "eye-sights" that are
critical focus points for business owners and marketers seeking to build
successful branded businesses within Asia. Key findings include:
- Optimism: Asians remain optimistic about the future despite
growing uncertainties.
- Future Finance: Asians are concerned about household finances and
saving actively for their future.
- Asian Brand Tribes: Five distinct segments have been identified
across the region.
- CFO: Mothers as Chief Family Officers face new challenges and
conflicts with their multiplicity of roles.
- Retail: New parsimonious shopping behaviours arise as a result of
the recession.
For the 2009 study, Grey Group also conducted an in-depth retail
ethnographic probe which illustrates how current sentiments drive shopping
behaviour in diverse cultures and channels.
Now in its fourth year, Eye on Asia has interviewed over 33,000 people
from Australia, Bangladesh, China, Hong Kong, India, Indonesia, Japan, Korea,
Malaysia, New Zealand, the Philippines, Singapore, Sri Lanka, Taiwan,
Thailand and Vietnam.
Nirvik Singh, Grey Group Asia Pacific's Chairman & CEO, said, "The
accelerating age that we live in necessitates a focus on people and brands.
People in Asia are looking for symbols, deeper emotions and psychological
benefits in their lives. Marketers should respond to this by taking a closer
look at what motivates people as well as what they want from their lives in
the future to create innovative, distinct and impactful messages.
"More than ever before, marketers need to understand people's evolving
attitudes and behaviours to get ready for new opportunities when the market
rebounds. Grey Group's Eye on Asia study is built on the notion that
listening to and building emotional bonds with consumers will enable business
owners to differentiate their brands in this Asian century."
"eye-sights" will be unveiled throughout the year.
About Grey Group
Grey Group ranks among the largest global marketing communications
companies. Its parent company is WPP. Grey Group is represented in 96
countries, with 432 offices operating in 154 cities. Dedicated to delivering
big ideas that accelerate brand potential, Grey Group's total offering
includes Grey (brand advertising) and G2 (activation marketing). In the Asia
Pacific region, Grey Group covers 29 cities in 17 countries and has a
combined staff strength of over 2,000. More information about Grey Group Asia
Survey Design
The methodology has two components:
(1) A quantitative survey to benchmark attitudes, values and behaviours.
A consistent questionnaire was used in all countries with field work
undertaken by sister WPP research company, The Kantar Group. The
quantitative focus is in three areas:
(a) Understanding what people think about life today and tomorrow
(b) Understanding what the building blocks of a great brand are in
Asia
(c) Understanding what people in Asia seek from marketing and
advertising
(2) An ethnographic probe which focused on how people feel about
different retail channels across the Asia Pacific region.
Countries:
- 16 markets: Australia, Bangladesh, China, Hong Kong, India,
Indonesia, Japan, Korea, Malaysia, New Zealand, the Philippines,
Singapore, Sri Lanka, Taiwan, Thailand and Vietnam
Data Collection:
- Internet / Face-to-face
- >8,100 respondents were sampled
- 450 in-depth ethnographic interviews
Respondent Criteria & Sample Size:
- 18-65 year old individuals (male and female)
- N>500 per country
SOURCE: Grey
CONTACT: Melissa Loh, Corporate Communications
Direct Line: +65 6511 7611
Mobile: +65 9154 5485
melissa.loh@grey.com
NEWS 
