Duration

4 months (2021)

Tools

Google Workspace apps, Miro, Typeform

Role

Lead Researcher

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Under A Non-disclosure Agreement

Some of the details in this case study may be vague to protect the client's intellectual property.

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When we kicked off this project, it was about stretching the idea of what comfort could look like in a world that’s both hyper-connected and deeply overstimulated. Could a chair be more than just relief? Could it feel like it knew you?

Challenge

The usual story is that tradition and modernity don’t mix. But when we spoke to students and young professionals, we found something different. Mandarin wasn’t just homework or heritage, but a was possibility. A way to connect, compete, and carve out new space in a global future.

So the question became: how does Business China stay meaningful in that in-between space, grounded in legacy, but reaching forward?

Approach

We listened closely to both sides of the bridge:

• Ran surveys to understand how youth think about Chinese culture, language, and ambition
• Held focus groups with students and young professionals — the people who’d actually shape Business China’s next chapter
• Spoke with stakeholders and leaders, to understand the organisation’s long-term vision and unspoken hopes

Post-fieldwork debrief and synthesis