Understand consumer behavior, explore their attitude, identify consumer insight and needs, portrait consumer, in order to truly understand TA.
Based on consumer needs and market landscape, we help clients to find out their TA and build their product differentiation by combining brand/product image and tonality.
Evaluate and give feedback of ads/creation/campaign, contribute to optimize, improve and evaluate effect after post.
Evaluate and give feedback of ads/creation/campaign, contribute to optimize, improve and evaluate effect after post.
Stand in the shoes of client side, try to understand consumer pain-points, match user insight from C with business needs from B, serve as external-brain for clients.
With a forward-looking vision, focus on new technology, explore new marketing campaign, keep an eye on cutting-edge business and technological information.
PLS Model is used dig out TURE consumer needs behind the claimed scores. First we customized an indication system for a specific product/category, then running comparison analysis to measure the needs level of different aspects for a specific product/service.
Based on the indication system, we use "partial least-squares multiplication" to estimate the weight index ε of each "descriptor" and "sub-indicator", at last, we understand TRUE consumer needs instead of ranking numbers
Key Driver Model is used to identify the key driving factors of satisfaction level or PI for a specific product/category e.g. what factor drives a map user's satisfaction towards App X.
Firstly use "Feature Selection" to choose and rank possible affecting factors and rule out insignificant factors. Then Apply "Shrinkage Penalty" method based on regression model (including linear regression model & logistic regression model) to compress the regression index. Relatively unimportant index might be compressed to 0, so the "Driving Force" of each factor becomes clear.
We jump out of the traditional thinking and method that uses attitude statements scores to cluster group, and delicately choose variables according to different study objectives. Hard condition and soft condition are used according to different variables.
We combine "hard condition" and "soft condition" to realize more effective segmentation, and make the results more readable and more practical.
To understand group-buying users' basic features and lifestyles, analyze their O2O needs of dinning out, movie-going and other leisure activities, and learn their current usage, attitude, and brand selections, in order to provide support to brand promotion.
To understand the value and pain point of this category and study the unique point of lift-riding comparing to other transport ways, in order to position lift-riding category and provide separate communication strategy toward car-owner & passenger.
To understand the overall results, the users' comments, and the touch scope of the core information, in order to further improve advertising material and provide support for the next promotion round.
To explore the lifestyle of the 90s, find their values, interpret their motivations, and understand their Internet behaviors, in order to provide insights and suggestions for current Internet products and new product innovation.
To understand how regional advertising agencies work, get feedbacks, in order to provide improving suggestions
To dig up potential users for fin-tech product, understand their financial behavior and needs, get feedbacks about the fin-tech communication, and learn their expectations toward fin-tech.
Established WIETOP in 2010.
Over
19 years industry experience, a
perfect balance between Quant
& Qual Statistics + Logic +
Structure -> Quantitative
Affinity + Curiosity + Charisma
-> Qualitative.
One of the
earliest explorers of Internet
Research through "Internet+".
Guest speaker at RUC, spreading
"secret recipe" of Qual Research
through internal & external
training. Bridging research with
commercial purpose, with
innovative statistical models.
Creative expressions of research
results to address business
issues.
Head of Shanghai, Research Director
Seasoned Moderator &
Facilitator
Brand Consultant & Insight
Generator
Researcher of Sociology /
Psychology / Culture
Over 14 years working experience in market research, deeply devoted to qualitative research since joining Added Value Group after graduation, exposed to a variety of leading-edge research methods. Then moved to both in-house and brand team in cosmetics and liquor companies consecutively to implement consumer insight into actual business strategies.
Leader of WIETOP Internet Research Group & Quantitative Group, Self-claimed as “middle-aged nerd” yet always curious about living insights behind individuals and statistics.
From the automotive industry to research industry, Jonathan has been with WIETOP for 9+ years. Focus on Internet-related research, including applying various traditional research methods to the Internet industry, and continuously exploring technology-driven innovative research methods. Highly sensitive to new knowledge, new applications, and new trends of the Internet, and good at colliding and merging them directly into consumer mining, no matter for qualitative deep-dive or quantitative modeling.
Team leader of WIETOP’s qualitative research. Self-claimed as “middle-aged girl”. Always learning & craving after new knowledge & experiences.
Enjoy working among traditional industry, Internet industry and game industry.
Committed to be a hunter after aesthetics of life, trying to walk in the shoes of all classes of life to experience “different me”.
WIETOP design group team leader, amateur copywriter, Fully loaded but always high-energy to embrace new challenges.
Dual perspectives in both traditional and international industry. Also a social observer in her own wechat public account.
Trend explorer & prescriptionist. Highly interested in youth pulse, cultural changes & even low-tier insights.
Leader of WIETOP youth culture team Cultural insight digger Korean tide chaser.
Curator between traditional and Internet industry, using traditional research theory to build Internet research framework, & vice versa applying internet thinking to renovate traditional industries.
Meanwhile as youth pulse tracker, has initiated several youth publishing in WIETOP & helped clients to engage with new generation.
Leader of WIETOP Youth Culture Team & Quantitative Group.
Strong statistics & finance background – able to extract deep consumer insights from both qual & quant raw data.
Specialized in ethnography & netnography, data interpretation & visualization Wide exposure to different research methods incl. IDI, immersion, Wechat lab, online-community, social listening, etc.
Assistant leader of WIETOP’s qualitative team; fond of every kind of TV series, esp. Korean drama; both coffee and bubble tea are necessary.
Master of Management, Rotterdam
School of Management, Erasmus
University
Master of Law, China University
of Political Science and Law
Bachelor of Law, China
University of Political Science
and Law
Exploration and creation from market research combined with reason and logicality from legal background; Amateur researcher of cultural differences and art.
Drama enthusiast & amateur film critics; Senior Otaku at home; but super workaholic at office.
Over 8 years' fielwork
experience in marketing
research.
Rich experience in fieldwork
execution and management;
Accomplished numerous
qualitative and quantitative
projects, involving in various
industrial research including
internet, pharmaceutical,
education, FMCG, real estate,
electronic products and so on.
Good at communicating with local agencies and experienced in quality control. Building WIETOP's respondents' data pool and creating effective respondents recruitment QC system.
Work hard, play harder; We organize overseas outing once a year. Cherry trees in blossom made outing in Japan memorable.
WIETOPers are also big fans of outdoor sports.
Young and fabulous WIETOPers
The media is so eager to know what consumers want and need by being on site. Live FGD, fresh take-away.
Invited as the special guest in Tencent we-media conference, we interviewed so many big names in we-media industry, such as Huang Lei.
Starting from consumers' behavior and attitude, we manage to help our clients to understand them better. During the training, WIETOPers were concentrated, engaged, and learned a lot in this delightful atmosphere.
Breathtaking sunset in Echo Beach of Bali Island.
With sharing key findings of <Do not make a fool of normal>, our lecturer use simple terms to help you find typical errors in decision making process and be more rational in the future.
+86-10-84787765 (Beijing)
+86-21-63820069
(Shanghai)
Room 1701, Unit C, T3, Wangjing SOHO,
Futong East Street, Chaoyang District,
Beijing, China 100027
Room
233, East Building 1, The X Tower, 100
Yejiazhai Road, Putuo District,
Shanghai, China 200060
info@wietop.com