CReATION: Grey Interactive signs mainland research deal

<p>In a joint research tie-up with Chinadotcom Corporation, 24/7 and </p><p>the Modern Advertising Institute of Beijing University's Research </p><p>Institute, Grey Interactive has embarked on a three-year Internet </p><p>research programme. </p><p><BR><BR> </p><p>With research set to be carried out by the Institute's own student </p><p>faculty, topics to be examined include understanding website stickiness, </p><p>delving into the habits of the Chinese econsumer and the impact of Web </p><p>advertising on these consumers. </p><p><BR><BR> </p><p>"CNNIC is great but its research simply doesn't gauge, with any depth, </p><p>how to understand Web consumers in China," said Grey China chairman and </p><p>CEO Viveca Chan. </p><p><BR><BR> </p><p>Ms Chan added that global lessons that had been learned about consumers </p><p>and advertising on the 'Net would be given the real litmus test in China </p><p>as a result of the study. </p><p><BR><BR> </p><p>In addition, she added that research results would provide a valuable </p><p>'Net reference resource for China's State Administration of Industry and </p><p>Commerce (SAIC), which had a firm eye on assessing the Web's impact in </p><p>China. </p><p><BR><BR> </p><p>According to Ms Chan, however, the 10 research topics assigned for the </p><p>duration of the study were "a long shot" in terms of completion within </p><p>the three-year research window. </p><p><BR><BR> </p><p>With aspects of the study still under wraps, she noted that the two </p><p>projects set for completion by year-end would focus in the main on </p><p>Internet advertising. </p><p><BR><BR> </p><p>"The real value of this project is that it allows for a classification </p><p>of types," said Ms Chan, adding, "who's doing what on the 'Net, and more </p><p>importantly what are their detailed attitudes, are some of the million </p><p>dollar questions waiting to be answered". </p><p><BR><BR> </p>