Combining Video and Mobile Responses for Cultural Insights

To explore cultural perceptions of the 2016 Lunar New Year, Lightspeed GMI recently conducted a mobile survey across China, Hong Kong and Singapore. By exploring new ways to augment data collection, we were able to gather in-depth responses through a combination of our mobile platform and VoxPopMe’s video component.

With huge growth of consumers accessing the internet via mobile devices in the Asia-Pacific region, we leveraged emerging marketing research technologies to capture holiday preferences and the role of family and friends across three countries. The study revealed 93% of Chinese families will celebrate the Lunar New Year; the majority of respondents in Singapore (80%) and Hong Kong (78%) will also welcome the year of the monkey. Results also highlighted Singapore (30%) and Hong Kong (31%) panellists are more likely than Chinese panellists (17%) to spend it with a mix and family and friends.

For the full results of the 2016 Lunar New Year study, click here.

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