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ASIA FAST FORWARD

Measuring the business elites of India and China

Andrew Green
Jenny Heak

Abstract

In 2008 China and India will become respectively the 42nd and 43rd countries in the world where Ipsos will have launched studies into the media consumption habits of the business elite.

Andrew Green and Jenny Heak talk about some of the challenges of executing the strict methodology used by the ABRS and EBRS studies over more than 30 years in these emerging markets.

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Andrew Green

Andrew is Chief Marketing Officer for the Global Media division of Ipsos.

He has previously headed up Global Research for OMD in New York, managed Zenith Media in South-East Asia, and held senior positions at Nielsen, Carat and Saatchi & Saatchi.

Andrew has written or contributed to two books on broadcasting in Asia including Television in Contemporary Asia (Sage, 2000) and From Mao to the Millenium: Chinese Broadcasting in Transition (BMRB, 2001).
He sits on the editorial advisory boards of both Admap and the International Journal of Advertising and has been a member of the programme committee for the Worldwide Readership Symposium since 1993.

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