The thirteenth episode of Stories of Market Research: The Insightrix Podcast is here. This episode is all about market research and marketing in China and features episode guest, Andrew Kuiler, who joins the conversation by telephone from Shanghai. Andrew Kuiler is the CEO and founder of The Silk Initiative (TSI), a brand consultancy located in Shanghai, China. Doing a bulk of its business working with brands in the food and beverage space, Andrew and his company work with companies from all over the world to break into the Chinese market and succeed there. TSI works across many areas of the marketing process to design brand identities, innovate products and create visual assets for brands in China, Asia and elsewhere. In their conversation, Andrew and Duncan discuss the differences that exist in doing market research and marketing in China and some of the emerging trends one can see in that market, and Andrew shares some of the experiences he’s had helping brands move into the Chinese market. Later in the episode, we’re joined by Insightrix Communities Client Success Manager, Evan Goodfellow. Evan heads up the Insightrix Communities offices in Bangkok, Thailand, and does a great deal of work in the Asia-Pacific market. Since Evan also has experience working in China and in similar markets, and since he coordinates his time between Bangkok and Saskatoon, Canada, we thought it would be great to have him on to discuss his experiences. If you’d like to know more about the Silk Initiative and the work they do, or if you would like to know more about TSI Navigator, check out their website at www.thesilkinitiative.com. You can also learn more about Insightrix Communities market research online community software at www.communities.insightrix.com. Insightrix Research releases new content regularly! Check out the Insightrix blog for informative articles about everything and anything market research related. You can follow Insightrix on social media on Facebook, Twitter and Instagram, and subscribe to our YouTube channel to make sure you never miss a video. You can also access Stories of Market Research: The Insightrix Podcast on your favourite podcast player app, including Apple Podcasts, Stitcher and YouTube. Make sure to subscribe to be notified the moment a new episode is published! Episode Transcript [EPISODE INTRODUCTION] [DUNCAN] We all know that to do business, you need to make informed decisions. As insights professionals, we know that those decisions need to be informed by experience and market knowledge, backed up by solid research and analysis. But what about when a brand wants to expand to markets it knows little to nothing about – whose culture, language and maybe even ways of doing business are different to what it may be used to back at home? Hello, my name is Duncan McGregor, the marketing and communications coordinator at Insightrix Research in Saskatoon, Canada, and your podcast host. In this episode of Stories of Market Research: The Insightrix Podcast, we’re talking about doing market research in China with episode guest, Andrew Kuiler. Andrew is the CEO and founder of the Silk Initiative – brand consultancy that operates in Shanghai, China. The Silk Initiative works with food and beverage brands from all over the world to help them develop their brand and marketing strategies and to provide them the deep insight they need to move into the Chinese market and succeed there. In the episode, Andrew shares some of his experiences working with brands in the Chinese food and beverage space, how marketing and market research differ in China, his thoughts about trends to watch for in that market and much, much more. We also speak with Insightrix Communities’ own Evan Goodfellow. Evan is a customer satisfaction manager in Insightrix Communities’ Bangkok offices in Thailand, and he often has to coordinate wi