Review of research design and execution
Research object: Platform major users of Red, Douyin, Zhihu and Bilibili in the past 6 months; CMO/ Brand Manager, general manager of advertising agency, senior media practitioner.
Methods: consumer forum + expert in-depth interview;
Sample size: 4 groups of consumer forum, 4 expert interviews
Research area: Beijing, Shanghai
Methods: online survey
Sample size: 1500
Sample traits: 18-40 years old, have used Zhihu, Douyin, Red, Bilibili, and have been affected by these platform to make shopping decisions.
Research area: 1st tier, emerging new 1st tier and 2nd tier cities