SMART@Resonance invited to ESOMAR GLOBAL 2016 in Berlin


We are proud to announce that Director of SMART@Resonance, Jerry Clode’s paper “China’s Mega-App as a Story Telling Medium” has been accepted for ESOMAR’s Global Qualitative 2016 conference in Berlin in November.

Jerry’s paper will feature in a special forum on innovative approaches to understanding consumers in a digital context. His paper focuses on the theory behind Resonance China’s revolutionary use of WeChat as an immersive research interface, and will showcase cases how this innovative technique has been used to deliver breakthrough insight for China-based clients.

The full title of the paper to be delivered in Berlin is “China’s Mega-App as a Story Telling Medium – Using WeChat as a Research Tool to Empower Consumer-Centered Insight.” ESOMAR Global Qualitative 2016 has the theme of ‘branding, research and story telling”. So in this context, Jerry will argue that using WeChat in strategic way is a more nuanced and natural way to engage Chinese consumers – addressing many of the barriers created by traditional methodologies that still dominate the approaches in China.

We are extremely proud to be taking a important role in ESOMAR’s anniversary event in Berlin, and thank our clients which will allow the work to be showcased to a wider global audience. China to the World!

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Social Brand Watch (SBW) is a collection of experts in digital, mobile and social media in China. SBW was created to complement Resonance's China Social Branding Report, a bi-weekly report focusing on modern marketing methods of the world's top brands in China.

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