Ethnographic Research – The Chinese Opportunity

When Johnson & Johnson wanted to launch Nicorette into the potentially lucrative Chinese market they challenged us to investigate how and why people smoked in China and what would motivate them to stop.

Through deep contextual and ethnographic research, we conducted observational, in depth interviews across a number of provinces including Shanghai and Beijing. We created Engaging & Inspirational Deliverables to communicate the launch strategy plans to global and local teams.