ASIA FAST FORWARD
Homogeneity or heterogeneity?
Ray PoynterJohn Shanahan
Jason Ho
Abstract
Although Web 2.0 seems to be the topic on most tongues, most of the attention so far has been on Western examples. However, there are more Internet users in Asia than in any other region, and China will soon be the country with the largest number of Internet users, complementing the fact that it is already the number one owner of mobile phones and the largest integrator of mobile phones and the Internet.
The paper looks at the rise of Social Networks in Asia and assesses their potential impact on market research and what the trend towards increased online, multi-country, networking can teach us about homogeneity and heterogeneity within and between countries and cultures in the Asia Pacific region. The paper highlights the scale of the changes that will alter the nature of market research and the assumptions it is based on.
Ray Poynter
Ray Poynter is the Managing Director of The Future Place, a thought leadership consultancy, based in the UK. Ray has spent the last 30 years at the interface between market research, technology, and advanced techniques and is in regular demand as a speaker, workshop leader, contributor to magazines, and advisor.
In addition to the ‘day job’ Ray is an elected councillor and a rugby player, coach, and referee.
John Shanahan
John is CEO of the Colmar Brunton Group of companies. It now has operations in 8 countries and extends across marketing research, marketing consultancy, and marketing and sales benchmarking.
He is a practising qualitative researcher working most often exploring new opportunities for client companies. Web 2.0 and online research has contributed greatly to this process. His companies have developed some interesting tools that speed up innovation and reduce risk.
John is married with 2 daughters, is a keen adventurer and philanthropist.
He has projects in Mongolia East Timor Cebu and Vietnam.
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