CReATION: Grey Interactive signs mainland research deal

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

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com