Grey defines Asian tribes

The study, which polls consumers in 14 countries, reveals that Asians can be segmented into five key groups -based on their attitudes towards brands. For Grey's regional chief strategy officer Chris Beaumont, the onus is on marketers to "lift life beyond the everyday" and attempt to focus on more culturally relevant meanings.

'The centre of the brand has to be better defined," says Beaumont. "If it is ambiguous, the people who are in control will kill you."

Beaumont also touts the term 'massclusivity' as a finding from the research, pointing out that "even a luxury brand has to be more inclusive".

The five consumer segments are led by 'perceived value seekers' which account for 24 per cent of respondents. Skewing more towards Southeast Asians, these are people who are looking for something beyond function - such as added value, an emotional connection or reliability. 'Perceived value seekers' tend to like advertising slightly more than the overall regional average, but are also more likely to see advertising as being out of touch.

Whilst the perceived value seekers category leads, it is closely followed by the 'individualist believers' a segment which accounts for 23 per cent of respondents. These consumers are more likely to be from India and Japan and are more interested in brands on which they can imprint their own individual tastes.

Accounting for 21 per cent, meanwhile, are the 'new brand enjoyers' people who enjoy brand novelty and are more keen on entertainment and humour. Significantly, 'new brand enjoyers' are considerably less cynical about advertising, with over 80 per cent admitting to an interest in advertising. Over 60 per cent believe the advertising in their country is world-class, while over 80 per cent believe that marketers are doing a good job overall.

The groups are rounded out by 'function firsts' and 'status seekers' each of which account for 16 per cent of respondents. While the former segment tends to focus on durability and value, the latter group seeks out expensive high-end brands.

Unsurprisingly, status seekers are receptive to advertising; over 60 per cent see advertising as being exciting.