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.
Data source
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
2. Consumers want to know as much product information as possible. Compared to advertising, content is more objective, authoritative, and authentic, so it is easier to influence consumers' minds.
3. Consumers are used to search for different product information cross-platform before making final decisions.
