Anthropologists Dig Deeper Into the Cultural Core of the Chinese Middle Class - Context-Based Research Group Completes Ethnographic Study; Anthropologist Available To Comment.

Context-Based Research Group:

WHAT:
        Context-Based Research Group, an ethnographic research
        firm with a global network of cultural anthropologists around
        the world, recently completed an ethnographic research study
        in China. The study was conducted to better understand the
        cultural forces driving the Chinese middle class and identify
        implications for marketers. As participant observers,
        Context's ethnographers spent several weeks interviewing and
        observing 75 middle class consumers in cities across China,
        including Beijing, Xuango and Shanghai. Findings from the
        study help to answer the questions on the minds of many
        American businesspeople, such as: What drives the Chinese
        Middle Class? What are their wants, desires, needs, fears,
        hopes and dreams? What types of products and services resonate
        with this audience? A complete report, with the findings from
        the study entitled, "Introducing the China Middle: Coming of
        Age in Consumerism," will be published later this year.

WHO:
        Dr. Robbie Blinkoff, co-founder and principal anthropologist
        at Context-Based Research Group, is available to comment on
        the trends driving China's emerging middle class and can
        discuss business implications for companies entering or
        expanding operations in China.

INFO:
        Context-Based Research Group provides insight that companies
        can't get from traditional focus groups, surveys and lab-based
        research. Context's approach combines the qualitative research
        skills of cultural anthropologists, the creativity of
        professional designers and the communications and business
        strategy of marketing experts. We observe and interact with
        people to figure out how they adapt to and fit products and
        services into their lives. Context's proprietary global
        network of cultural anthropologists report observations in
        real time and can be assembled to address research problems
        quickly and efficiently. They observe people in their home,
        work and play environments, listen to their stories, watch
        what they do on a day-to-day basis and then turn those
        discoveries into actionable plans, innovations and
        applications. The end result brings clients closer to the
        actual experience of their customers and leads to development
        of better products and services.

CONTACT:
        Tracey Cassidy at 201-656-7178 (office) or 917-741-6246
        (cell), via email:[e-mail]