Join Starcom MediaVest Group as we launch our Starcom MediaVest Yangtze Study.  This is an extensive research project focusing on lower tier consumers; digging into tiers 3, 4 and 5.

In this immense undertaking, we collected the thoughts of 13,507 respondents across 510 locations and 27 provinces over the past several months.

Named after the sprawling Yangtze River, the mission of the Starcom China Yangtze Study was likewise to dive deep into the heart of China and better understand the lives and mindsets of Chinese citizens living in the lower tier cities.

We met with them in person, and they told us their stories.  We saw where they lived, how they shopped, where they slept, how they cooked, what they loved, and who they cherished.

We also asked them questions that took them a moment or two to reflect upon before answering, such as what they are looking for in a potential spouse, what makes them happy, and what the one most pressing thought they have right now is.

We were able to see them and their lives from the outside as well as to unravel the inner workings of their heart and minds.

With brands today turning their attention beyond the saturated tier 1 cities of Beijing and Shanghai, asking what the next steps are in targeting lower tier consumers (and even if this is the right move for them), we present to you, the Starcom MediaVest Group Yangtze Study; our holistic one-stop shop resource to understanding and connecting with lower tier consumers.

In the next 7 weeks, we will be sharing our 23 key insights with you.

Please bookmark this page, or subscribe (top right hand box) to receive Yangtze Study updates as I publish them.

Stay tuned!

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8 Responses to “Official Launch: Starcom MediaVest Yangtze Study (Lower Tier Study)”

1. Starcom MediaVest Yangtze Study – Week 1: Lower Tier Macro Truths | Starcom China Blog says:

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   [...] you missed my introduction to the Starcom MediaVest Yangtze Study last week, click here to get caught up on what this study is [...]
2. Starcom MediaVest Yangtze Study – Week 1: Lower Tier Macro Truths | Starcom China Blog says:

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   [...] you missed my introduction to the Starcom MediaVest Yangtze Study last week, click here to get caught up on what this study is [...]
3. Week 3: Starcom MediaVest Yangtze Study lower tier truths – Celebrating the power of family | Starcom China Blog says:

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   [...] 0: Kick-off and study details.  Click here. Week 1: It’s a Matter of Perspective – Click here. Week 2: The Secrets of the Heart – Click [...]
4. Week 4: Starcom MediaVest Yangtze Study lower tier truths – Unveiling community dynamics | Starcom China Blog says:

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   [...] 0: Kick-off and study details.  Click here. Week 1: It’s a Matter of Perspective – Click here. Week 2: The Secrets of the Heart – [...]
5. Week 5: Starcom MediaVest Yangtze Study lower tier truths – The World Outside My Door | Starcom China Blog says:

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   [...] 0: Kick-off and study details.  Click here. Week 1: It’s a Matter of Perspective – Click here. Week 2: The Secrets of the Heart – [...]
6. Week 6: Starcom MediaVest Yangtze Study lower tier truths – Purchases and Product Consumption | Starcom China Blog says:

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   [...] 0: Kick-off and study details.  Click here. Week 1: It’s a Matter of Perspective – Click here. Week 2: The Secrets of the Heart – [...]
7. Week 7: Starcom MediaVest Yangtze Study lower tier truths – Digital New World | Starcom China Blog says:

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   [...] 0: Kick-off and study details.  Click here. Week 1: It’s a Matter of Perspective – Click here. Week 2: The Secrets of the Heart – [...]
8. Week 9: Starcom MediaVest Yangtze Study lower tier truths – Entertain Me! | Starcom China Blog says:

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   [...] 0: Kick-off and study details.  Click here. Week 1: It’s a Matter of Perspective – Click here. Week 2: The Secrets of the Heart – [...]