Pan Asian Wave II
One of the major research initiatives under the Possible Future Worlds program is the Pan Asian Wave research series. Initiated by our in-house research team and co-funded by ACI and strategic sponsors, Pan Asian Wave II is underway and will be completed by August 2017.
Following on from the first Pan Asian Wave conducted in 2013 on cross-cultural differences in attitudes and values among ten key Asian markets using standard qualitative and quantitative research approaches, Pan Asian Wave II exploits the latest techniques in market research including neuroscience, netnography, in-depth interviews and data gathered from online platforms to gain a deeper understanding of Asian consumers and their aspirations.
As Asia continues to change and as technology continues to progress and grow in the region, so will the way consumers behave, think, and live. The objective of Pan Asian Wave II is to identify these shifts, which will require a deep and sharp understanding of the consumers’ world in terms of their aspirations, challenges, needs, and the external factors driving these.
Pan Asian Wave II will tackle key questions under the five strategic topic areas that fall under our Possible Future Worlds program.
The study is covering key markets including India, China, Philippines, Malaysia Vietnam, Singapore, Indonesia and Thailand. We have adopted a macro and micro cultural qualitative approach comprising expert interviews, desk research, digital and individual ethnography, family interviews, focus groups and teen peer immersion amongst the key influencers and change initiators in the upper middle class strata. The qualitative stage will be followed by and inform the quantitative and implicit association online research across each market. The output of this large scale consumer study will generate five topic reports across each of the countries being studied.
Pan Asian Wave II is currently seeking commercial sponsors for:
The Future of Health, Wellness & Nutrition
The Future of Shopping and Consumer Lifestyle
The Future of Digital Behaviour
To find out how to become a co-sponsor and the benefits of sponsorship, or to request a sponsorship deck on any of the above three research topics please contact Jennifer Lee on +65 6513 8666 or email