DNA Consumer Research
www.dna-consumer.com
DNA in Facts
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DNA Consumer Research is an independent research company
founded in 2005 by Audrey Tan and David Benoun, with the vision to
bring international best-practices to consumer research in Greater
China and Asia.
Full-service qualitative and quantitative:
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65% Local - 35% Multi-market projects
52% Qualitative - 25% Quantitative - 5% Online - 18% Hybrids
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Main office in Shanghai, subsidiary in Singapore
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Field supplier network across Asia:
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Greater China (PRC all city tiers, Hong Kong and Taiwan) for both
qualitative and quantitative
Affiliate fieldwork agency in Singapore
Work with specific appointed ESOMAR/MRS compliant agencies in Asia
(Korea, Indonesia, Thailand, Vietnam, Malaysia, Myanmar, India Pakistan)
and Australia.
www.dna-consumer.com
DNA Philosophy: Life Science
The name DNA is a homage to market
research as a life science and its ability to
change the world through knowledge.
It expresses our commitment to understand
consumer realities with both science and
humanity.
We strive to explore relations between Consumer DNA and
Brand/Product DNA to ensure best need fit and a mutually
beneficial interaction.
www.dna-consumer.com
DNA Philosophy: Difference Matters
In today’s post-modern marketing
environment, only meaningful differences
are own-able in the long term.
This is especially true in China and fast
developing markets where replication
and copy are culturally acceptable
practices.
The challenge is not just to innovate but
to perceptually own innovation as a
value.
Our research design aims to explore both the norm and the
individual singularity allowing for an accurate description of
current market situation as well as the prediction of market
trends.
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DNA Philosophy: Evolution
A successful brand grows, evolves and gives
offspring: this is a type of Darwinist evolutionary
process in the context of marketing.
Consumers, social groups, products and brands
are all living organisms: they are ever-changing
entities in a dynamic environment.
In Asia, change is a driving and positive value yet
there is strong respect of traditional beliefs.
Research in Asia, should adapt and evolve alongside the
consumers and factor in new types of interaction in methods and
design.
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DNA Research centric build
Our model is structured around getting maximum yield from
consumer intelligence:
Research
Centric
Vision
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Mission
Philosophy
Business
model
DNA Business model
The DNA model is specifically designed around the
notion of research in a fast moving environment.
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Consultancy business model:
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Expert resource
Extensive research experience
State-of-the art knowledge
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Lean and post-geographic
structure:
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True project centric teams
Teams by project expertise not
by geography
Bring research expertise into the
country where the project is
happening
Tap on local know-how
DNA Mission
Our core mission is to provide consumer research
excellence across Asia.
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Asian expertise:
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Global methods must be
adapted to match Asian
mindsets
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One model does not fit all
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‘Strongest link’ quality principle:
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Most research is as good as its
weakest link
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All element in the research
process must be of optimal
quality to guarantee enddelivery
– Need to adapt projective and
abstract exercises
– Importance of social structure
and cultural background
– Importance of written language
and phonetics
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Specific Asian methods eg.
Family interviews
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DNA Vision
DNA aims to design research around client realities and
the need to create pioneer advantage by putting the
consumer at the center of the decision-making process.
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Sleek research:
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In the information era,
knowledge/speed ratio is a
critical success factor.
Information looses its value and
depreciate with time. This is
particularly real in Asia with
strong change rate
Sleek research is not just about
speed, it is the ability to find the
most efficient research design
and draw optimal value from
each consumer interaction
Information architecture:
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Before 1990, main issue for
brands was lack of information,
now the main issue is too much
and sometimes conflicting
information
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We integrate findings within
current consumer intelligence to
avoid overlap and ensure that it
fits into the ‘whole picture’
www.dna-consumer.com
DNA Philosophy
Our research is designed around DNA research
philosophy that acts as a guiding principle in what we do.
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Brand/consumer interface:
• Research creates value by
establishing a question/answer
exchange between the brand
and the consumer
• Our mission is to collect,
synthesize and interpret
consumer feedback and
translate it into information that is
meaningful to your brand.
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Insights:
• We commit ourselves to
generating actionable insights
for each project
• 3 main mechanisms to generate
insights:
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Empathy with the consumer and
reverse empathy with researcher
Dynamic relational analysis between
the consumer, the product/brand and
the environment
Dissonance analysis and resolution
Communicating the insight
internally is just as important as
finding it: it requires a good
understanding of organizational
culture and language.
Research
design
Prescreening
Fieldwork
DNA Workflow
Analysis
Reporting
Servicing
Analyst/Moderator
Qualitative
Coordinator
Interface
Recruitment
Outsourcing
Verbal
Debrief
Briefing
Toplines
Quantitative
Presentation
FW
Update
Research
design
Coordination
QC2
Analyst
Coordinator
Fieldwork, DE, QC1
Outsourcing
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Analysis
Reporting
Servicing
Benefits
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Research is conducted
directly by expert resources
at all stages of the research
process
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Understanding of true business
objectives
Customized and efficient
research design
Questionnaire/ guide with endobjective in mind
Advanced moderation skills
No knowledge loss due to
delegation
Analysis vs. only reporting
Able to communicate findings
internally
What this means:
Valuable consumer intelligence that cuts through internally
Better research at comparable cost: use of more senior resources is
compensated by efficiency gain from less delegation/management
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Benefits
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Selection of suppliers that best fit
with project type
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Fieldwork and recruitment
are outsourced to supplier
network
Optimal turnaround speed
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Several suppliers can work on a
project at the same time
Best service & efficiency
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Select the supplier who has the
most experience in the field
Source for local suppliers directly
DNA negotiation power
ESOMAR /MRS Quality control
standards
What this means:
Faster research, better reactive-ness
Better research at comparable cost: need to outsource is
compensated by direct negotiation with local suppliers.
www.dna-consumer.com
Our research services
& some project examples
www.dna-consumer.com
DNA brands credential
www.dna-consumer.com
DNA brands credential
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www.dna-consumer.com
DNA brands credential
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www.dna-consumer.com
Some recent examples of types of research conducted
Strategic Research
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Exploratory study
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Comparative exploration of the role of dairy products for women in Korea, Taiwan, India, Pakistan,
Indonesia
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Needs and expectations on Early childhood education in Singapore
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Half day ethnogrgphic consumer immersion sessions
Motivational and insight Generation
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Across multiple categories in China (FMCG, Electronics, Mobile phones)
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Qualitative with online diaries to record usage and moods, Home visits
Stakeholders brainstorm sessions
Mobile Communication & Infotainment in 1st, 2nd and 3rd tier China and Taiwan
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Accompanied shopping and combination of Qualitative methodologies
Demand and needs of higher Education on Post graduate studies in Singapore
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Qualitative studies amongst parents and teachers, and training institutions
Mobile Communication in Indonesia
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Focus Groups, ethnogrgphic and accompanied shopping
Primary and secondary research with quantitative projections
Equity research, Brand Positioning and re-positioning
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Numerous FMCG projects in China and other Asia Pacific countries
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Brand DNA methods and historic equity
IT & CE Brand and category strategy : finding expansion route in China and Asia Pacific
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Large scale quantitative, Qualitative focus groups, stakeholders brainstorm workshops
www.dna-consumer.com
Some recent examples of types of research conducted
Strategic Research
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Segmentation research
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Need based segmentation for electronics and food categories
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Consumption occasion based segmentation for snacks in China
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Use of specifically developed attributes and photo-sorts exercises, large scale quantitative
Portfolio strategy research
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Combination of semi directive qualitative and quantitative clustering
Product range optimization and re-design by consumer benefit platform in China
Brand M&A and Image Synergy in China and Hong Kong
Industry image research
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Food & Beverage industry for Singapore Spring Committee
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Expert panels, Qualitative focus groups, concept development and quantitative concept evaluation
Information Architecture and Coaching
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Consumer Framework: Consolidation of all consumer research projects
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Consultative workshop and training
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Orientation of new managers to existing research data
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Market research training programs
www.dna-consumer.com
Some recent examples of types of research conducted
Positioning and Mix
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Idea generation and trends
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Mobile infotainment consumer generation workshop in Singapore and Thailand
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Design trend research for mobile phones in China
Trends in organic food and product consumption in Singapore
New product concept generation and tests
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Numerous FMCG new product concept test
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Ethno amongst leading edge youths and opinion leaders
Full day consumer-client interactive workshop
Qualitative screening, optimization, and quantitative validation
Luxury CE concept exploratory in Singapore amongst super affluent targets
New product placement with online dairies and qualitative focus group follow-up
Organoleptic tests
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Sensory research with both advanced projective and quantitative test in China, Hong Kong and
Singapore
www.dna-consumer.com
Some recent examples of types of research conducted
Positioning and Mix
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Product Full Mix test
• Product design test, full mix test across categories in China and other countries
• Name and packaging tests: refreshes, new products
Pricing research
• Digital content download, quantitative pricing study in Singapore and Malaysia
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Gabor Granger
Beverage pricing study for beverages in Singapore
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Price Sensitivity Meter
Communication
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Creative idea, advertising test
• Extensive experience in communication testing ranging from creative idea, storyboard
to post tests
• Across medium: TVC, Print, In-store
Test of specific identity elements: taglines and visual identity
www.dna-consumer.com
Some recent examples of types of research conducted
Category Behavior and Decision dynamics
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Usage and attitude
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– Quantitative profiling and identification of high value targets
– Use of specific brand analysis tools and methods
Decision making and purchase triggers
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Numerous studies especially in IT, Electronics and FMCG in China
Family decision making process and dynamics
Accompanied shopping and exit interviews with basket check
Loyalty programs
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Loyalty programs re-structuring
Perceived value, image and brand contribution
www.dna-consumer.com
Some recent examples of research conducted
Go-To-Market & Retail
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Prototype store design test
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Accompanied shopping and in-store observation
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Qualitative simulation of in-store behavior amongst Australian, Singaporean, Indian,
and Chinese nationals for franchise restaurant
Store optimization in airport, qualitative and quantitative based on hotspot analysis
Across FMCG and Electronics in Australia, China
Mystery shopping and observation of in-store activities and sales person interaction
Visual Merchandizing
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Exploration of local markets VM, evaluation of VM concepts in China, Singapore,
Indonesia, Malaysia and Australia
www.dna-consumer.com
CVs of DNA Founders
www.dna-consumer.com
Audrey Tan, Managing Director
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Singaporean Chinese
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22 years of consumer research experience across Asia
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Executive Director, International Research Division
Head of division, responsible for setup, management, revenue and staff development for
international research business for Synovate
Synovate Singapore (Formerly AMI), (1995– March 2004):
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Co-founder, Managing Director
Synovate Hong Kong, (May 2004 – Aug 2005):
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Conducting research in China since 1990
DNA Consumer Research
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Fluent in English, Mandarin, Cantonese
Managing Director (1997-2004), Asia Pacific Executive (2001-2004)
Setup of the Singapore office for Synovate Singapore (previously Asia Market Intelligence)
Frank Small & Associates Singapore (Presently Taylor Nelson Sofres) (1986 – 1995):
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Director (1991-1995)
Led qualitative, advertising test system, omnibus, both qualitative and quantitative
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Audrey Tan, Managing Director
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Extensive research experience in Asia Pacific and global markets
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On the ground knowledge of consumers, client organizations and business environment.
Extensive research experience spans across Asian markets with particular strong knowledge of all SEA
markets (Singapore, Malaysia, Indonesia, Philippines, Thailand,) Indochina (Vietnam, Myanmar and
Cambodia); 5 cities across India, 12 cities across China, Taiwan, Hong Kong, Korea, 2 cities across
Japan, and Pakistan and the Middle East.
Other research geographies include France, UK, Spain, Prague, Germany, 3 cities across US, Chile, Brazil
Multi-discipline: expertise in both qualitative and quantitative, and integration
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Broad spectrum of research and business issues:
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Moderation, brain-storm, expert interviews, one-to one ethnography
Quantitative Pricing, BPTO, Segmentation analysis
Trends decoding: social cultural trends, lifestyle, values and aspirations
New Product development: Consumer Insights, concept ideation, new product development,
Positioning & Communication: Value proposition, creative idea exploration, copy test and optimization
Brand and Product Mix: brand names, brand equity, packaging, logo development, Pricing dynamics
Market dynamics and brand performance: brand tracking, usage behavior and retail and shopping
behavior
Decision dynamics: purchase process, decision making model
Industry focus:
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Specific expertise in consumer electronics (TV, audio visual, portables, home appliances),
telecommunication, also include business equipments and computer & peripheral
Solid expertise in Dairy, Food & beverage, Alcoholic beverage
Other industries include: Banking and finance, publications, legal and trademark, entertainment and
beauty and health supplements
www.dna-consumer.com
David Benoun, Director
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French, American
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DNA Consumer Research
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Synovate Hong Kong, (May 2004 – Aug 2005):
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Associate Director - Insights and solutions
Moderation (English/French), ethnographic, in-situ observation, creative workshops
ZED Marketing Research, Paris, France (1998 – 2001):
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Associate Director, International Research Division
Development of segmentation models
Integrative qualitative and quantitative: methodologies and analysis
Synovate Singapore (Formerly AMI), (2001– March 2004):
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Co-founder, Company Director
Senior researcher and analyst, in charge of European qualitative studies
JurInService MCCI, Moscow, Russia, (1996):
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Development of English advertising on Internet.
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David Benoun, Director
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Expertise in cross cultural, multi-country research
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11 years of research experience, 8 years in Asia and Chinese cultural
environment:
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Key analyst in Qualitative and Quantitative findings
Principal developer of customized techniques and analysis models
Strong expertise in distilling both local insights and regional/global synthesis and
alignment.
Extensive research experience:
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Besides the European continent, research geography spans across SEA, Greater
China, Korea, Japan, Indo-China, India, Australia and the Middle East
Types of research includes segmentation, social cultural trends, new product
development, advertising, brand names, brand equity, packaging development,
brand tracking, brand positioning, organoleptic test, brand names research
Online and internet based research
Industry focus
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Specific expertise in technology and consumer electronics (audio visual, imaging)
industry, computers, telecommunication, across Asia Pacific, Europe and US
Strong base in Food and Dairy, both regional and China
Other industries include: alcoholic beverage, credit cards, pet foods, retail, fashion
apparel
www.dna-consumer.com
Difference Matters.
www.dna-consumer.com