Introduction to China's leading boutique qualitative market research consultancy. We offer international-standard work to international clients and research agencies.

1. International-Standard Qualitative Research
in China and Beyond
An Introduction to

2. Contents
Our People
How We Work
What We Do1
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3. Contents
Our People
How We Work
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3
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What We Do1

4. What we do
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Ignite is a Consumer-focused Qualitative Research
Consultancy based in Shanghai, China.
Our highly experienced, strategically-minded
researchers help clients understand Chinese consumers,
how they are moulded by cultural context, and what it
means for brand development.
We turn this insight into action-oriented debriefs that
propose practical solutions to our clients’ challenges. We
bring consumers to life through words, photography &
video.

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We do whatever it takes to get deep and relevant
consumer insight, whether it be Social listening,
Ethnography, Home Visits, Expert Interviews,
Discussion Groups or other approaches.
We connect with consumers Face-to-Face, Online and
via Mobile platforms.
Our work typically falls into these areas:-
• Understanding Consumer Attitudes and Behaviour
• Innovation & New Product Development
• Concept Development
• Brand Communications Development
• Packaging Development
• Retail Strategy
What we do
(cont.)

6. Implication3
• What it means for your brand, explained in
clear and actionable terms
Inspiration4
• Strategic thinking and new ideas to drive
your brand and business forward
Our 4i’s Approach turns Research into
Strategy
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Insight1
Interpretation2
• Gathered using culturally-sensitive
approaches
• In the local consumer context so its meaning
is understood correctly

7. Why do Clients keep Coming Back?
A genuine commitment to Quality:
• We guarantee Director-level involvement at every stage, from initial briefing to final debrief
• All our moderators have over 10 years’ experience. They have worked both client- and agency-side, across a range of categories and
in international business environments
• We work with only the highest quality partners in recruitment, facilities and translation
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A Bridge between Western and Chinese Culture:
• Every project is staffed by a British Research Director and one or more Chinese Researchers
• This makes us well-placed to analyse and explain cultural differences in terms that that are meaningful to Western clients – and in
fluent English
International-standard Research:
• Ignite is one of the few agencies in China that ‘gets’ qualitative research
• We don’t just tell you what people do and say, we tell you what it means for you and your brands
• Research findings are analysed and interpreted in a wider consumer and cultural context, by a Director-level researcher with over
20 years’ experience
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8. Clients and Brands

9. “Ignite’s project management is seamless and
their output well thought through. They have
helped us with many of our strategic decisions.”
Josephine Jones
Asia Insights and Planning Manager, Kellogg’s
“Ignite’s work provided the foundation for
our strategic development in China. Their
ability to reveal consumers’ desires and
motives is absolutely top notch.”
Christoph Schwaiger
Country Managing Director, Aldi China
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What do clients say?
“Ignite’s consultative view and eloquent debriefs
are unparalleled.”
Dinesh Ramchandani
Global Consumer Insights Manager, Unilever
“Ignite have been instrumental in translating
consumer feedback into strategic
implications for our business.”
Nanda Griffioen
Greater China Consumer Planning Director, Diageo

10. Overseas Research Partners*
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* i.e. agencies that commission Ignite to execute the China legs of their International Research projects

11. “Ignite’s ability to provide insights into the
Chinese market, combined with being able to
accurately interpret the results are enlightening
and contribute significantly to the strategic
interpretation of the findings.”
Rachel Orgueil
Managing Partner, TAG
“Ignite’s intimate knowledge of the Chinese
consumer paired with their British research
training uniquely qualifies them for any
company wishing to make inroads in the
growing Chinese marketplace.”
Malinda Sanna
Partner, Spark
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What do other researchers say?
“We worked with Ignite very successfully last
year on an ethnographic category exploration
project. They distil the complexity of the Chinese
market into easy-to-understand ways for
Western clients to get to grips with.”
Dean Murley
Founder, White Tiger Research
“Thanks again for your great work – we were
really impressed.”
Josie Walden
Research Director, Firefish

12. How We Work
What We Do1
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Our People2

13. Our People: Simon Shaw
Managing Director Simon Shaw founded in Ignite 2010. He takes the lead role in all
projects from briefing to debriefing.
He began his qualitative research career in London in 1999, where he became a
Research Director at leading boutique agency Movement. His clients included
Coca-Cola, Danone and the BBC.
In 2007, he moved to China, where he worked in Advertising Planning for JWT
before setting up his own qualitative research consultancy, Ignite.
In addition to conducting project work, Simon is a member of Unilever’s
Qualitative Research Accreditation Panel and is responsible for assessing
Unilever’s qualitative research partners in China.
He has been married to a native Chinese for the past 15 years. He speaks, reads
and writes intermediate-level Mandarin.
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14. Our People
What We Do1
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How We Work3

15. How we work
• All projects are headed up by Simon Shaw, Research Director.
• Simon is a seasoned strategic researcher with nearly 20 years’ experience in Qualitative Research and
Communications Planning.
• As well as experience and expertise, he brings the higher-order skills of critical, analytical and creative
thinking that make Ignite one of the stand-out qualitative research agencies in China.
• Simon takes the lead role in briefing, project design, analysis and reporting. Depending on the
methodology employed, he attends all or some fieldwork.
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• On every project, Simon partners with one or more of Ignite’s Local Senior
Researcher Partners. They all have at least 10 years’ experience.
• They are engaged on a project-by-project basis, allowing the person with the
most appropriate skill set to be selected for each job.
• As well as native Chinese-language skills, they bring a local perspective that
contextualises, deepens and illuminates the research findings.
• Senior Researchers take the lead in moderation and contribute actively to
analysis and reporting.
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16. www.ignite-research.com
info@ignite-research.com
+86 1862 1862 781