Combating Air Pollution in China

Helping an international brand in anti-air-pollution innovation

THE CHALLENGE
Identify urban residents' met and unmet needs in air pollution protection

THE METHODOLOGY
Urbanites' Focus Group Discussion, consumer diary

​THE OUTCOME
Fine-tuned communication concepts and product concepts

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Whilst China is shifting to a more environmentally conscious economy, urban residents across the country are faced with a numerous consequences from past practices with air pollution on top of that list.
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We explored people's everyday need for air pollution protection while considering their environment, the city structure, their lifestyle, family dynamics, their current anti-pollution practices, and purchase habit. Our client, a world-renowned family-care brand, used the results of this study to prepare the innovation that will relieve Chinese urbanities from the threats of air pollution.