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Grey Group Asia Pacific Launches Latest 2009 Eye on Asia Study

2009-06-30 04:09 603

SINGAPORE, June 30 /PRNewswire-Asia/ -- 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 and regions 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, Mainland 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."

For more information on Eye on Asia, visit http://www.greyeyeon.asia . New "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 regions and has a combined staff strength of over 2,000. More information about Grey Group Asia Pacific is available at http://www.greygroupasiapacific.com .

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 and regions 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 and Regions:

-- 16 markets: Australia, Bangladesh, Mainland 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 and region

Source: Grey
collection