Rainmaker International Group, Taiwan
CRI: How is the development of market research industry in Taiwan?
Wang Zhilong: Market research industry has a longer development history in Taiwan. The companies are more specialized in certain media or industry. This is simply because Taiwan¨s market is relatively smaller, making it difficult for market research agencies to survive. Besides, clients prefer specialized agencies because they are more transparent. For consumer product research, AC Nielson and TNS are the leading companies. For media effect monitoring, AC Nielson, Guangdianren and Rainacmen account for the major market share.
CRI: Are Taiwan companies all using models borrowed from the western countries?
Wang Zhilong:Yes very much so. It is very conventional because using western techniques and models can make the report close to international standards and also better serve the needs of our international clients. Currently there are three main systems applied in Taiwan, the European and American system, the Japanese system and the local system. Which one to use usually depends on the origin of client.
CRI: How do the Taiwan market research industry influence that of the mainland?
Wang Zhilong: At the very beginning, maybe Taiwan¨s professionals could lend their expertise to their mainland counterpart. But now, since mainland¨s economy took off and many sales models in mainland market are very different from those in Taiwan, it is we that are learning from our mainland counterparts.
CRI: Have you had data of Internet advertisement monitoring?
Wang Zhilong: Yes, in 2003 we recorded 500 million yuan (RMB) of online advertisement spending in Taiwan. It is very small number but we predict that it will grow very rapidly in years to come.
(Interview done on CTR 2005 Outlook Press Conference, February 23 2005, Beijing)