ASIA FAST FORWARD
Dreaming of red mansions
Lee RyanLisa Li
Abstract
India is big, young and growing. This is what makes India an exciting opportunity today. But this also presents India as a huge undifferentiated mass with a big momentum, making it difficult to pin down. This paper breaks the India opportunity into sizes that are easier to handle. It proposes a new segmentation of India on the premise that epochal events shape the mindset of the nation. Recognizing the partition/political Independence of India as one such epochal event and the economic liberalization of the country as the second one, it presents India as a mélange of three generations and hence three distinct mindsets, constituting one big opportunity.Lee Ryan
Lee has been leading global qualitative studies out of Asia Pacific for a number of years - experiencing the complexity, acceleration and dynamism that characterizes this region.
Her years at university specializing in Asian History, Semiotics and Media Studies are proving their worth, as emergent qualitative research has moved her out of the focus group and into homes and internet cafes across Asia.
Lisa Li
Lisa is at the cutting edge of qualitative research in China. She started her qualitative research in LSE for an MA in Social Psychology before joining TNS China in 2003. She has been working with Pepsico for China youth lifestyle/values/trend tracking since 2006.
Most recently, she worked with IDEO developing prototypes following her ethnographic work for a client in rural China. She has provided the keyboard music for the documentary of Chinese artist Cao Fei - iMirror, “filmed/directed” by her SL avatar ‘China Tracy’ entirely in Second Life.
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