NEWS14 December 2012

WPP’s Y&R partners Sinomonitor on consumer study

Asia Pacific Features

CHINA — WPP’s Y&R agency network and Chinese market researchers Sinomonitor have announced a partnership to conduct proprietary in-depth research and analysis into China’s rural consumers and its changing middle class.

The aim of the partnership is to help WPP agencies identify new Chinese attitudes and how these affect consumer relationships with brands in the long term. It will specifically look into how demographic and policy changes are shaping rural consumers’ attitudes and behaviours – how they re-prioritise their spending and adjust their expectations for products and services.

“This cooperation with Sinomonitor further strengthens Y&R’s insight armoury to help give our clients the competitive edge,” said Y&R Greater China CEO Charles Sampson.

Head of strategy Kaiyu Li added: “We see an increasing demand from clients for insights into China’s rural consumers and the middle class, hence our decision to focus on these two immensely important segments.”

Sinomonitor has partnered with a number of international firms this year, including with GfK to measure the advertising effectiveness of magazine ads in China and a joint venture with Rentrak, named Sinotrak – the first company to hold a license to deliver census-level TV viewing information in China.