Vision Critical and Morpace extend partnership into Mainland China

The partnership combines Morpace’s market expertise with Vision Critical’s insight-community technologies to offer businesses and organizations a much deeper level of understanding of their customers across mainland China, according to the companies.

Insight communities provide brands with the ability to invite customers or any of their stakeholders to a private online community, up to the tens of thousands as needed, to conduct continuous quantitative and qualitative research.

The advantages for brands, according to the Vision Critical, is that they can stay connected with a large number of customers who are always ready to answer questions and participate in conversations for research purposes such as concept testing, customer and employee satisfaction and buyer preferences and behavior.

Olive Zhang, who oversees Morpace’s Asia-Pacific office in Shanghai, said the company has partnered with Vision Critical for several years to bring North American clients relational research that yields fast, cost efficient and accurate information to drive better decisions. “This deal further strengthens the solutions we bring to our clients,” he said.

Bruce Wells, president and MD of Vision Critical, Asia, added that in the rapidly evolving and competitive China market, winning brands need to stay close to their customers’ desires, experiences and future requirements.

Vision Critical was founded in 2000 in Canada and is well established in North America, Europe, and Australia. It is now set to rapidly expand in Asia. The Asia regional headquarters opened in Hong Kong in March 2012, and the Tokyo office, serving the Japan market, opened in November 2012. Future expansion will bring the company to Shanghai and Singapore in 2013.

Morpace has been conducting research studies in China and throughout Asia for more than 20 years.