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Exploring Ways to Augment Data Collection: 2016 Lunar New Year Study

Posted by Young Ham on Feb 4, 2016

Combining Video and Mobile Responses for Cultural Insights

To explore cultural perceptions of the 2016 Lunar New Year, Lightspeed GMI recently conducted a mobile survey across China, Hong Kong and Singapore. By exploring new ways to augment data collection, we were able to gather in-depth responses through a combination of our mobile platform and VoxPopMe’s video component.

With huge growth of consumers accessing the internet via mobile devices in the Asia-Pacific region, we leveraged emerging marketing research technologies to capture holiday preferences and the role of family and friends across three countries. The study revealed 93% of Chinese families will celebrate the Lunar New Year; the majority of respondents in Singapore (80%) and Hong Kong (78%) will also welcome the year of the monkey. Results also highlighted Singapore (30%) and Hong Kong (31%) panellists are more likely than Chinese panellists (17%) to spend it with a mix and family and friends.

For the full results of the 2016 Lunar New Year study, click here.



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Topics: Market Research, marketing research technologies

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