Bergström is a team of researchers and photographers documenting youth lifestyles across China. We draw on the collective knowledge of our team to identify current trends and keep you on the edge of what works and what doesn't. Many expect young Chinese consumers to become more like their Western or Asian counterparts. Misconceptions are rampant and can send marketers in the wrong direction. Our team, our methodology and our insights ensure each report is forward thinking, authentic and useful.

our goal

We are committed to telling the story of China's youth. By providing an in-depth view into the lives of Chinese youth today, we are helping create more successful marketing, more relevant products and more valuable customer experiences in China.

what we believe

Useful trend watching is not about the eclectic habits of the few – it is about anticipating your customers’ needs and wants. We believe the best way to understand young Chinese is to take a holistic view of their every day life - relationships, entertainment, work, home, etc. This kind of deep understanding makes more genuine, collaborative relationships possible.

methodology

Bergström conducts on-the-ground research with Chinese youth, age 15-25, in tier one and lower tier cities including Beijing, Shanghai, Guangzhou, Nanjing, Wuhan, Chengdu, Qingdao, Shenyang, Xi an, Dalian, Wuxi, Xiamen, Hangzhou and Shenzhen.

Our methods include:
• One-on-one interviews
• Telephone and online interviews
• Input from reporters, consultants and other trendwatchers in China
• Site visits to retail areas and popular youth hang-outs
• Tracking of online media, blogs, BBS and websites
• Audit of Chinese television, books, newspapers and magazines
• Street polling
• Lots of photographs!

Press inquiries? Contact: Meir Kahtan Public Relations, LLC. in New York City, USA at , + 1 212 699 6065