Listening to Asia MIND-Study - Sinus-Institut · Research design, data collection (fieldwork), data analysis (data processing and statistical analysis) to ... You are a true example

LISTENING TO ASIAUnderstanding the MIND of consumers across Asian societies in order to activate them as real-life consumers!

Heidelberg/ Singapur, 2017

Study across the 11 most important Asian markets run by in cooperation with

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ACORN and SINUS combine their expertise as strategic partners

Consumer-Centric Understanding bundled with Asian Market & Marketing Expertise

ACORN ASIA and SINUS GROUP

▪ Founded in 1985 30th Anniversary Project

▪ Asia‘s leading, independent market research company

▪ Special expertise in marketing strategy & consulting across Asia. Works with major international clients in the Middle East, Eastern Europe and Western Europe

▪ 11 direct offices across Asia

▪ Sinus-Milieus® as leading target-group model for marketing management and social-/political research across Germanic markets

▪ Sinus-Meta-Milieus® as international target-group solution available in 40 markets around the world

▪ Directly active in Asia with SINUS:consult since 2014

www.acornasia.comwww.sinus-institut.de

Copyright © 2016 by Sinus Institute Limited

http://www.acornasia.com/

http://www.sinus-institut.de/

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Asia is a continent and region of undisputed size and potential...

60% of the world‘s population

yearsis the median age

30

But it is changing faster and more dynamically than any other region in the world...

48% of the population lives in cities

By 2030 Asian countries will represent 66% of the world‘s middle class

Asia‘s population is getting even younger with increased birth-rates

Asia leads the world‘s mobile digitaization with more than 800 Million smartphones in use by the end of 2015

Sources: McKinsey Global Institute; CIA World Factbook Copyright © 2016 by Sinus Institute Limited

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This is how we will understand the Asian MIND...Study Content (MIND)

MeValue-based model Sinus-Meta-Milieus®

Understanding consumers how they really exist

Demand▪ Health▪ Telecommunication▪ Travel▪ Finance▪ Luxury Fashion▪ Beauty Care▪ Mobility

InfluenceSocial IssuesSocio-cultural Trends

NowDigital Lifestyle

M

I N

D


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We deliver the right answers to your questions about AsiaSurvey Scope

▪ Who are Asia‘s real-life target groups?▪ What are their values and lifestyles?▪ What are regional similarities and local differences?

▪ Key-drivers for Preference▪ Key-drivers for Purchase▪ Brand Profiles▪ U&A▪ TrendsMy Category, My Target Groups, My Markets

▪ What issues move people in Asia?▪ Which socio-cultural trends are prevailing?▪ What topics engage people in Asia?

▪ Digital Channel Preferences▪ Digital Receptivity▪ Digital Trends▪ E-Commerce Preferences


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We provide insights by market and across generations…Research Design

In-depth Market Understanding

China, Hong Kong, Korea, Japan, Vietnam, Thailand, Phillippines, Malaysia, Indonesia, Singapore, Taiwan

11Asian Key-Markets in Scope

Generational Value- and Consumption Shift

Research Methodology & Scope

Youth Millennials Gen Y Gen XSilver

Haired

15-19 years

20-27years

28-39years

40-55years

56-70years

5 Generations in Scope

Representative for Online Population

9,500 in total (n=860 by market)

Online surveys (CAWI) across all markets

Rising middle-class(in emerging markets)Across generations in scope

Future Decision-Makers


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▪ LOHA-Lifestyle has become mainstream▪ Strong social + political influence by

INTELLECTUAL elite▪ Saturated on high level Challenge to maintain living standards

especially for young generation Shrinking middle class

2 slightly different but comparable models for established and emerging markets

ESTABLISHED MARKETS EMERGING MARKETS

▪ Materialistic / Essential ▪ Social Climbers – upcoming middle class▪ Disillusion (CEE + LATAM + Philippines)▪ Obvious gender differences▪ LOHA-Lifestyle is emerging within

the cosmopolitan/digital sovereign elite


8Copyright © 2016 by Sinus Institute Limited

...and additional unveil differentiating lifestyle-segments within each country: The Sinus-Meta-Milieus®

China, Hong Kong, Korea, Japan, Vietnam, Thailand, Phillippines, Malaysia, Indonesia, Singapore, Taiwan

11Asian Key-Markets in Scope

Established markets

Emerging markets

Malaysia

China

Indonesia

Philippines

Thailand

Vietnam

Hong Kong

Japan

Korea

Singapore

Taiwan


Emerging of post-materialistic values

Emerging Markets Established Markets

Conservative Established

Established

Modern Established Intellectuals

Modern Performing Performers

CosmopolitanAvantgarde

CosmopolitanAvantgarde

Success-Oriented Adaptive Navigators

Adapting Mainstream Modern Mainstream

Traditional Popular (rural) Traditionals

Urban Working Class Consumer-Materialists

Fun & Money Driven Sensation-Oriented

9Copyright © 2016 by Sinus Institute Limited

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2 slightly different but comparable models for established and emerging markets

ESTABLISHED MARKETS EMERGING MARKETS

• loyal & reliable• flexibility & security-driven• achievement-oriented• pragmatic and adaptive• well organized• regrounding• family & friends

• social climber mentality• flexibility- & security-driven• willingness to perform• balance of work and

family-friends• sense of tradition and order• Well organized


Attitudes to Country of Origin across the Region

Automobile

Electronic Gadget

Watch

Wine

Liquor

Pharmaceutical

Fashion and Accessories

Cosmetics and Skincare

Chocolate and sweets

Regional Preview: Demand

4*

5

5

7

8

6

5

* Germany ranking

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Regional Preview: Demand

Attitudes to Country of Origin among Asian Consumers

• Only 20% of the Asian consumers (CN included) would consider Chinese products in any of the 9 categories, led by CN own consumers (57%), followed by ID (46%), TH (24%), and MLY (20%)

• MLY, ID and TH are more interested in Chinese products including consumer electronic gadgets, including smartphones.

• 99% of JP consumers and 91% TW consumers would not consider Chinese products.

• 84% Asian consumers prefer Japanese products - much lower among KR consumers (58%) and CN customers (29%).

• Increasing popularity of Korean electronics and cosmetics (57%) • With the exception of Japan (96% do not prefer Korean products in the 9 categories). • 65% of TW and 52% of PH consumers have hesitation on KR products as well


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Choose your reports – in-depth by market or topline for the regionPrice List

APAC Topline Report

Each In-depth Market Report

Number of Market Reports (market examples)

Unit Price (USD)

Total Price (USD)

Discount vs. Single Report

1 report, e.g. Singapore only 3,500 3,500 0

2 reports, e.g. Singapore + Malaysia 3,400 6,800 200

3 reports, e.g. HK, Japan + Indonesia 3,300 9,900 600

4 reports 3,200 12,800 1,200

5 reports 3,100 15,500 2,000

6 reports 3,000 18,000 3,000

7 reports 2,900 20,300 4,200

8 reports 2,900 23,200 4,800

9 reports 2,778 25,000 6,500

10 reports 2,500 25,000 10,000

All 11 reports 2,273 25,000 13,500

Each In-depth Market Report contains...▪ Lifestyle- and Value-Based Segmentation

(Sinus-Meta-Milieus®)

▪ In-depth Target Group Profiling

▪ Socio-cultural Trend-Analysis

▪ Compelling Social Issue Report

▪ Digital Consumer Lifestyle Report

▪ Category-specific Market & Consumer Reports (Health, Telco, Travel, Finance, Fashion, Beauty and Mobility)

Local country report purchased by local

clients will be discounted by 15%

STARTER OFFER: TOPLINE REPORT OF THE REGION (11 countries)

Unit Price (USD)

APAC Market Segments & Socio-cultural Trends* 3,500

* Free with purchase of report for 7 countries

APAC Topline Report contains...▪ Overview on Lifestyle- and Value-Based Segmentation across

APAC markets (Sinus-Meta-Milieus®)

▪ Socio-cultural Trends Analysis (Topline)

▪ Category-specific Market & Consumer Toplines


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Matthias Arnold

SINUS Institute

Mail: [email protected]

Please contact us for more detailed information and reporting requests

Nico Hribernik

SINUS Consult

Martin Lai

Acorn Marketing & Research Consultants Pte Ltd

Acorn Marketing & Research Consultants Pte. Ltd.ACORN Building12 & 13 Mohammed Sultan Road, #02-01Singapore [email protected]

Sinus Consult Pte. Ltd.16 Raffles Quay#33-03, Hong Leong BuildingSingapore [email protected]

Sinus Institut GmbHGaisbergstraße 669115 [email protected]



Kim Lean Cheah

Acorn Marketing & Research Consultants Pte Ltd


Copyright© by:

Acorn Marketing & Research Consultants (Intl.) LtdUnit 906-909, 9/F,Island Place Tower; Hong KongM: +852 9099 8263www.acornasia.com


mailto:[email protected]







tel:+852 9099 8263

http://www.acornasia.com/

Introduction of Acorn

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Who We Are

Founded in Singapore 31 years ago, we are the largest

independent Asian research network and consultancy

A full-service research company direct offices in 11

countries around the region

Research design, data collection (fieldwork), data

analysis (data processing and statistical analysis) to

reporting are all done IN-HOUSE

Have never advertised - growth in 30+ years and work

around the world purely driven by word of mouth

“Thank you for the team's extremely high quality debriefs and your

collaborative spirit. You are a true example of a real strategic partner.”

Stuart Woollford - Regional Head of Brand & Marketing Strategy, Asia Pacific,

HSBC

Acorn has been consistently voted as the leading local market research agency in the Marketing Magazine's

Agency of the Year Awards since its inception in 2008

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Truly Asian

85 86 89 92 94 95 00 02 14

Singapore

Singapore

Malaysia

Kuala Lumpur

Thailand

Bangkok

Hong Kong

Hong Kong

China

Shanghai

Vietnam

Ho Chi Min City

Indonesia

Jakarta

Taiwan

Taipei

Korea

Seoul

Japan

Tokyo

Being trusted by our clients for more than a decade - most of Acorn direct officeshave been established in the market for more than 15 years – that equips ourpeople with expertise in regional project management and local marketknowledge

Over 400 people across the region (excluding data-entry operators andinterviewers), with over 80 qualitative and quantitative researchers servicingclients

Philippines

Manila

15

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LISTENING TO ASIAUnderstanding the MIND of consumers across Asian societies in order to activate them as real-life consumers!

World 2017

Study across the 11 most important Asian markets run by in cooperation with

Find out more atwww.sinus-institut.de/asien


http://www.sinus-institut.de/asien

Listening to Asia MIND-Study - Sinus-Institut · Research design, data collection (fieldwork), data analysis (data processing and statistical analysis) to ... You are a true example

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