MEDIA-I: Bates launches Consumer Link for net research

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.

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