SINGAPORE: Bates Worldwide has launched a new online research tool
in Asia - Consumer Link - allowing it to quickly generate consumer
research from across the region. The online surveys will be used to
gauge consumer attitudes to brands and to test designs, creative
concepts and strategies, helping Bates develop better work for clients
such as Audi and HSBC.
"This gives us the ability to do cross country research at the same
time," said Rachel Tse, Bates research manager.
"Before it used to take months but now we can get research results
within a week and see the data instantly as it comes from the net."
The tool will be rolled out in China, Hong Kong, Singapore, Japan,
Taiwan, Malaysia and Thailand.
The online surveys will be conducted in local languages. To ensure the
consumer sample is representative of the web user population, Bates is
using ACNielsen's web user panels.
She added that the results would accurately reflect views in the general
community even though the demographic breakdown for web users was
slightly different to the general population.
