Group cultural study is viewed as one step prior to product development, advertisement design and marketing, and it also lays a foundation for future study of consumption trends. Hence it is often pursued by related institutions. Since its founding in 1999, HorizonKey has made great efforts in group cultural studies and deeply explored groups’ values, lifestyles and consumption behaviors through its own powerful and self-designed research model, includuing unique qualitative methods such as “the illustration method”, “family observation” and “workshop.” To date, HorizonKey has conducted studies of migrant populations, blue- and white-collar workers, the middle class, and the post-90s generation. HorizonKey will continue to pay attention to emergent cultural phenomena in new social groups while pursuing our curiosity about their mentality and behaviors. Furthermore, HorizonKey will also return to existing social groups to compare and confirm the qualities of different group cultures and their relationships.

1. Group
Culture
By HorizonKey

2. Group culture， Why?

3. “The survey by Piper Jaffray shows a new record for holdings of
iPhone among the teenagers, which reached 17%, and 37% of the
interviewees said they were going to buy an iPhone in 6 months.‖
Q: Why are teenagers obsessed with
Apple products?
A：Apple understands teenagers, which
enables it to design, advertise, and
market to their tastes..

4. Consumer behavior: the process
through which individuals with
particular culture can realize their
inner values
Consumption is one of
the ways how the
public expresses its
cultural values
Future consumption trends =
Research on culture of
social groups

5. Enterprises
International enterprises
taking social
group cultural
research as a
prerequisite
for product
development
Domestic pioneering enterprises
Media

6. The model of group culture
research

7. Values Lifestyle Consumer behavior
Personality Character and emotion
Occupation Values of occupation
Powerful Model
Want Idea of consumption Necessities of life
Necessities of life, entertainment
and interaction
Belief of life, values of success, love
Ego and marriage, self-judgment
Respect Idols and authority Star worship
Follow Fashion
Uniqueness Brand activities,
Unique personal style Favorite products
Typical behavior
Let go Dislikes
Probe values and the reasons Track their lifestyle Acknowledge consumption decisions and
their causes

8. ？
Personality
Character and hobbies
Occupation How do we realize
Value of occupation
Want
Commodities, service and honor that they
desire
Ego
Self-perception
Respect MEANING Explore the significance of these features
for the enterprises to grasp consumption
People they respect and why trends
Follow
Things they follow RULE Summarize the values, life and consumer behavior of
the group
Uniqueness
The way they show their uniqueness
Describe and Show the values, life and consumer
Let go behavior of the group
Dislikes

9. Our Research Methods

10. We need to know more
Typical day
Mapping (wallet,
communication network,
etc)
Life-frame

11. 24 Hours
6am
4am 8am
Sleep
Exercise
6am
Who 4am 8am Wash up
2am 10am
Breakfast
6am
When 2am 4am 8am 10am Overtime
Play on computer
2am 10am
Watch TV
What Have fun with friends
12pm 12am
12am 12am
12pm 12pm 12am
12am
Lunch
Why 10pm 2pm Take a nap
10pm 2pm
10pm Outdoors
2pm
8pm 4pm
Shopping
How 10pm 6pm
2pm
8pm 4pm Dinner
4pm
6pm
6pm Take walk
Feeling Bathe
8pm 4pm
Music
6pm Reading

12. Wallet Mapping Communication Network Mapping
Sample
A
Mapping
Sample
B

13. When we need more detail
Home-visit
——spend one day with interviewees
Observation
——to know their environment and their emotions

14. Home visit

15. Photos and Video
——record their environment
and feelings
Shadow research
——focus on how they generate
behavior
When we need to feel

16. Shopping with interviewees
Debated
MOTOROLA
vs NOKIA.
Too expensive
Domestic Mobile
Phone Brands
Final choice: the
unexpected Samsung. exit entrance Giving no
Why? Return at the glance, why?
exit, why?

17. When we need interviewees
to inspire us
Workshop
——to inspire subjects’ imagination

18. Application of workshops in research
 We provided different stimuli to involve participants in the problems to be solved and thus arouse their
inspiration, aiding the generation of new concepts.
Stimuli in parallel
Stimulus A Stimulus B Stimulus C Stimulus A
Progressive stimuli
Idea A Idea B Idea C Idea A Stimulus B
Idea B Stimulus C
Review ABC
Solution Idea C
Solution

19. Fifteen year of
research experience
Over ten different
social groups

20. 2009 City media youth
2011 The post-90s
2006 Fashionable urban men
2010 Private entrepreneurs
2004 Career Tweens
2007 The post-60s~90s
2005 Middle class
2003 Blue-collar workers
1999 Migrant population

21. Changes from the
post-60s to the Interaction “devotion” to “square
Personal style: ―uniform‖ to ―unique‖
post-90s deal”
generations Idea of authority: ―respect‖ to ‖independent‖ Fashion “decoration” to “part of
life”

22. Differences in the values of the post-60s~90s
(Elements of Values)
Sharing
devotion
Open-minded
Loftiness fashion
respect egoism and tolerant
neutralization
self-control
Material needs
needs of Sensibility of
innovation win-win information
Decade

23. Personal style：from ―uniform‖ to ―unique‖
Unique identities
External
Inner personality
Uniformity and transcendence
Consistency I am the only one; this is me.
We liked to be in the spotlights by, Society does not quite approve of
for example, excellence in studies similarity. If you do not have your own
I hope that, in my friends’ eyes,
We would like to have our own personality and you are completely
or being a wholesome person. We I am a cool girl with five
style in dress. But we were obedient and well-behaved, there is no
would never demonstrate our piercings in my left ear and
not against being dressed the
personality by dress however. At way for you to get attention. What’s
three in the right, a cool girl
same. Red dress was popular more, you may not find your own circle
that time, we usually wore what who is dressed in a black,
then and could be seen of friends. I can accept demonstrating
our parents made us wear. But we stand-up collared, tight dress.
everywhere. And we were all my own personality without crossing the
could be ahead our time in terms Whenever they think of those
OK with that. line of traditional ethical standards. The
of thinking, by enjoying features, I am the one they will
unconventional music and poetry post-80s generation wants to go wild.
think of. Those are my
——born in 1960s However, our inner traditionalism is a
for example. particular symbols.
——born in 1970s mental barrier.
——born in 1990s
——born in 1980s

24. The attitude towards authority: ―respect‖ to ―independent‖
Obey Suspect Challenge authority Deconstruct
authority authority authority
At our age, we respected our I hoped that our elders could I longed for communication on an Nowadays, nobody can
parents and teachers with awe. communicate with me just as equal basis. However, influenced dominate your life. People can
So we accepted their friends rather than force me to by the education surroundings give suggestions, but they can
instructions without even the do something. But that did not since my childhood, but there are never make decisions for you.
slightest uncomfortable feeling. mean our parents and teachers some deeply ingrained ways of It is up to you; no one can live
This kind of one-way instruction could not interfere with our lives. thought that made me accept your life for you
was to us acceptable. The kind of interference was not some instructions on authority. .
a bad thing. For example, as a child, you have ——born in 1990s
——born in 1960s to do what your parents tell you to.
——born in 1970s
——born in 1980s

25. The post-90s prefer ―square deal" over ―devotion & sacrifice‖
Devotion & Selfish & Reciprocal Square deal
Sacrifice Selflessness
Selfish
Selfless
At that time, we identified with In my childhood, I especially From my point of view, devotion and The gains can only be achieved
devotion and sacrifice. People hoped to be treated equally, sacrifice will just benefit others at my only at equivalent cost. That is
held the belief of being especially in communication. I expense. Such deeds are irresponsible the ―principle of equivalent
disinterested and working was the monitor of my class
with regard to our own lives and families. exchange‖ proclaimed in the
selflessly for the public. There then. But I never asked my
was no such concept as win- classmates to do things in an The spirit of Lei Feng no longer works cartoon ―Alchemy.‖ And we
win or mutual benefit. Hence, imperative tone. Instead, I would nowadays. If collective honor has to be believe it is the truth.
we never thought about those tell them those were the obtained through my sacrifice, then I will Interpersonal relationship also
things. instructions from our teachers. carefully consider the situation. I need to adhere to the principle.
make sure what’s sacrificed can be
——born in 1960s somehow made up for. ——born in 1990s
——born in 1970s
——born in 1980s

26. Fashion is decoration for the post-60s, part of daily life for post-90s
Fashion to distinguish Fashion everyday
oneself
Fashion as ornament
帅气
淑女
I like fashion accessories; they Famous brands are my favorites. But Fashion means going after trends, and it is
can add a crucial touch when purchasing power is decided by everywhere. Dressed in JJ and D&G, we
properly matched. Fashion is economic strength. Therefore, are mature in our appearance. At the same
about taste in arranging fashion is a practical issue. However, time, it is important to ―have face‖.
ornaments. It doesn’t matter no matter what we wear or in what Sometimes, we go to Starbucks with our
whether they are famous brands brand we dress ourselves, I maintain friends. It is really flattering and cool to
or not. that we should have our own styles have a Starbucks cup in hand.
and be consistent. In my point of view. ——born in 1990s
——born in 1960s, 1970s Fashion means being yourself.
——born in 1980s

27. The popularity of classics is challenged by the post-90s
Prefers classics
Prefers the unexpected &
mysterious
Personally, I don’t like fashion. The proof of a good thing lies in The ads of Pepsi Cola have a strong force of affinity because there’re many
the test of time just like ―Forest Gump‖. Fashion is too short- stars in them. Having many stars as its spokesmen, behind each star there is a
lived. That is why I don’t like it.
group of fans, thus people with different tastes will like it. That’s why it attracts
——born in 1960s
so many people.
——born in 1990s
―Gone with the Wind‖ was a book that I couldn’t put down at that
time. It is such a classic that, even now, I pick it up and read it.
And for sure, I also watch the movie adapted from the novel. Andy Lau, a legendary figure who made marvelous achievements through his
own efforts, a star of screen, television and music: excellent performance in
Lin Qingxia, my dream lover, was a girl of matchless beauty. And the three fields. He has kept it up for 20 years. His optimism and diligence
she really stood out as a good actor. I still admire her now and have made him a model in the movie and music industry, and they are also the
will keep following her news. very reasons why he has attracted so many fans.
——born in 1970s
——born in 1980s

28. The enterprising—— I strive
“The priority is to learn from media.‖
Opinion leaders with deep thoughts and
simple social lives
Those devoted to entertainment
—— Have Fun
“ to die either outside or online‖
A little of everything
The bourgeois —— I Plan
“News about life is of great importance”
The life experts – good at planning
and enjoying life

29. I--Strive: Opinion leaders with deep thoughts and simple social lives
——―Study always comes first . There are many things more important than online games and chatting.
 The computer/mobile is  For information, focus on great events  Small acceptance range however
 Self-disciplined great influence
installed with practical and less attention to gossip news
 ―I surf internet only after software  IM communication for multiple
dinner, and not for long as functions
I have to work/have
classes the next day.”
 Study always comes first
and other things just waste
time. There are many
things more important
than online games and
chatting.
Progressive, low reliance Exclusive to one Narrow acceptance
Preference for hard news
on new media media but great influence
 High appraisal of traditional  Follows information  Slow reaction to  Focused on one media
media interfering information stream at one time
2008年5月12日14时28分，四川汶川
发生里氏7.8级地震。详情请点击

30. Have Fun: Those devoted to entertainment – a little of everything
——―To die either outside or online.”
 Obsessed with internet  Traditional media abandoned  Mainly entertainment news  Regular routine
• The neglected traditional • Entertainment news and gossip
• Routines for gathering
media occupies 90% of online time
• Over 2 hours online entertainment information
2. 打开主页后，先点击―娱乐‖板块 3. 先浏览当日的―娱乐‖头条，看是
daily 1. 手动登陆腾讯主页
否有感兴趣的新闻
• A day starts and
ends with the 4. 逐一浏览娱乐头条
5. 今天的头条都不是感兴趣的，所
6. 关闭完娱乐页面，随即关闭腾讯主页
computer. It is ok not 以迅速关闭―娱乐‖板块页面
to eat or sleep but
impossible not to
surf the internet
Highly dependent, Through Large circle and a little
Entertainment
fashionable multiple media of everything
 Always playing computer or  Various software  Superficial  Multiple media  Always online
mobile phone understanding
 Making fast friends
 Gossip only

31. I--Plan: The life experts – good at planning and enjoying life
——―News related to my life is of great importance”
 Regular  Value judgment  The pleasure of  According to priority
vision
• ―I surf the internet when • ―I can listen to the radio while • Video is more lively and vivid for • Although the TV and computer are
driving; it will waste battery to broadcasting emergency events both on, when I need to do things with
resting and after dinner.”
listen to the radio on a mobile and entertainment video is more the computer, I can turn off the TV and
• “I watch TV for 1 hour
and then surf the internet phone.。” lively vice versa.
for more 1-2 hours almost
every day.”
At the margin
Availability first Vision first Need first
of information
 Availability first  Focus: Investment, life, health, interesting news  Not conversation starters
• ―Every day, before I go out, I will check my horoscope” • They are good
• “Information of money management attracts me most and there at sharing
are specific channels to get it.”
information of
money
健
management
康 and life. But
养 they are always
生 the receiver, not
the one who
starts the topic.

33. 7 types of fashionable man – Up-man and Experience-man most common
For pleasure
Consultant Symbolist
Fashion depends Loves to share Fashion is the
on my hobbies. fashion with combination of vision
Experience
others. and power.
Pioneers of
fashion experience
who have no idea
of the money as
long as it is new.
Creative Showing off
They know what to
Fashion is lifestyle; The pricier, the better,
UP pursue and they
you know what you especially for those to be
displayed. Social circle is
value study.
desire and what
you dislike. the weathervane of
fashion.

34. Preference of different fashionable groups
clothes Home furnishing Mobile House
Symbolism Accessori Pen car Cologn
Power + vision es Phone
clothes Shoes Perfume Make uo Home furnishing
Appearance + Consultant Accessories car
vision
Creative House clothes Accessories
Collectibles
Vision furnishing
To display his Underwear clothes Accessories Home furnishings
Collectibles
knowledge and quality For pleasure
car House Jewelry Watches Mobile clothes Shoes
Power Showing off Phone
Show his wealth
Appearance Up clothes Accessories Shoes
car Makeup
To show his status
clothes Accessories Cologne
with the lowest cost Experience Digital products Mobile Shoes
Phone

35. Fashionable men favor acting 8.9 years younger
Men favor acting 8.9 years younger, female 9.8 Prefer bright colors
Natural age 56-65 46-55 36-45 26-35 15-25
—— I love the big multicolored backpack from
Raf Simons which reminds me of the big
one I had when I was young.
Pretend to be 47-56 36-46 26-36 18-27 8-17 —— I once had a coat custom made and I
really love it. It is red-brown, classic and
old, with many tiny sequins. When you
go to a party, once it gets dark, it is cool
Men also want to be cute and gorgeous to be in it.
It is just like polarization in my office Age has become a secret for men too
where the young dress mature and the
middle-aged try to look young. Men One day, someone told me that Karl’s birthday
acting young can be often seen in is in the next few days and he suggested that
offices and places for relaxation. Men we have some fun. So I asked Karl how about
try many ways to look young, such as the idea. He smiled bitterly and asked me to be
colored contact lenses, mobile phones low key, saying that there is no need to
and backpack with cartoon decoration, celebrate the birthday for he is old. I couldn’t
playing PSP and iPod in snack bars. understand. For God’s sake, why did he feel so
Those trying to look young dislike upset? Men should be charming when he is
masculine mobile phones and their ring getting older and mature. Many of my
tones are always funny frequencies of coworkers are like this.
a child’s voice.

36. The environment of Chinese private entrepreneurs
 Entrepreneurs think highly of China' economic development
 The civil servant recruitment examination, migration, and investment
are worsening the environment for entrepreneurship
 The predicament of private enterprises shows the waxing and
waning of power between the government and the market
 The legal environment is mingled with weal and woe
 The awkward public opinion environment
 Four major predicaments: taxes, financing, talent, and management
 High life satisfaction with low appraisal of property and life security

37. 68% of private entrepreneurs are optimistic about China’s current
economic development policies, believing that current economic
trends facilitate the development of their enterprises.
67% of private entrepreneurs have felt pressure
from competition with state-owned enterprises and
foreign-invested enterprises.
67%
78% of private entrepreneurs have noticed the impact of
government policy changes upon the enterprises.
51% of private entrepreneurs
attest to strong legal protections. 51%

38. 。
Tags of the Post-
90s
Relentless pursuit of astounding looks
Unfading youth and permanent social
circles
Study is always boring, interest is
forever decreasing.
Endless fighting, hopeless college, and
jobless future
Quick to unite, quicker to separate
Relax, but don’t indulge
Satisfied with a smattering of
information and intense sensuality
Self-presentation starts with language

39. Beijing, Shanghai, Guangzhou, Wuhan, Chengdu
Imperial capital
School uniform is an honor
and friends are the priority.
River city Wuhan
The nine-head bird can
be conservative, too.
Chengdu – the land of abundance
Who is more daring than me Shanghai Bund
when facing love? Diligence and arduousness
generate confidence
The city of rams -- Guangzhou
Low-key and
Life varies leisurely youth
among the
post-90s

40. 。
Most disputed: dating, non-mainstream and studying
Most sporting: parkour
Most adventurous: biking to Kangding
Most enterprising : starting a business, making my own
films, holding concerts
Most well-behaved: receiving scholarships, getting high
marks
Most studious: mastering history
Most philanthropic: persuading more people to care
about environmental protection
Most voguish: possessing brand products
Most nostalgic: tongue-twisters, Rubik’s Cube
Most stupid: living for school, quitting school alternativ e
Most collaborative: being a sibling to parents
Fashion =
 outstandin gdressing  sport  χ
Most showy: buying newest Apple iPhone
Most violent: brawling
Most dispirited: playing Chinese poker The post-90s’ trends of
Most popular catchphrase: I am not puffy but strong.
life

41. A tide of provocative and stimulating ads!
Bubbling with fun and joy, making people laugh – catering to the needs of the post-90s who have just waved
goodbye to their childhood and still refuse to confront serious topics
Rebellious and daring –activating the post-90s’ tendency to challenge authority and
manifest individuality
Shocking and enthusiastic – in line with the youthfullness of the post-90s
Delicate and colorful – matchingthe aesthetic preferences of the visually-inclined post-90s
Closely following the catwalk styles, assuring fashion and stylishness – to avoid mockery
by the post-90s born on the information superhighway with cables in their mouths

42. What shall we do in the future?

43. Clockless
Slow walkers
Budget husband
workers
ant tribe
Leftover women
Gold-bowl seekers
The Lonely Party Eggshell family
Urban ghost tribe Pinkers
Migratory
Hidden marriage family groups
New groups emerge at all times. We need only remain curious and
observe their mental activity and behaviors.

44. Blue-collar workers Working Tweens Intergenerational research
2004 — 2005 — 2005 —
Continuous research building upon
previous projects on existing groups

45. Focus on
interaction
between different
groups
Probe their
social networks

46. About HorizonKey

47. HorizonKey
Who Are We?
HorizonKey is part of the Horizon Research Consultancy Group founded in 1992, one of
China’s first research consulting firms. The Group is a consumer-oriented, data-driven marketing
and management solution provider. Today, it is China’s most prestigious domestic marketing
research organization.
The whole group is a seamless research & consulting services chain
With sustainable R&D investment , cooperation
Horizonkey.com:
with international institutions, and accordance
online studies on
group cultures with the international professional standards,
Horizon Group has grown to become a brand by
successfully combining global vision and local
Horizon Research:
expertise in research services. Horizon provide
Case -based
project studies China-fit solutions to international clients.
Vision Investment: Progress Strategy:
Projects selection customer -driven
advisory consulting solutions
- 47 -

48. HorizonKey
Who Are We?
Horizonkey is an international marketing research company specializing in
social and cultural research.
Founded in 1999, China’s only private marketing research company based on opinion polling
and studies of society and culture.
Honored by ESOMAR and ARF with awards for best research practices
Trustee member of ESOMAR and other academic associations
Rapid dissemination of latest research to over 800 local and international media partners
Our team
 Horizonkey’s employees consist of young and conscientious local and international trained professionals. They
have various academic backgrounds including Sociology, Statistics, Psychology, Marketing, Computer Science,
Economics and Law. Over 90% of full-time researchers have master or higher degrees. More than 60% of
them have had four or more years of experience in professional social and culture research or policy
study.
- 48 -

49. HorizonKey
Our Values
China-based, global vision Profound insight, agile analysis Accumulate and innovate
For the last ten years, HorizonKey Our deep understanding of Chinese We believe understanding change in
has provided connections between society offers a unique perspective China and around the world requires
China and the world. We use on the fundamental changes both accumulation and innovation.
objective, original data to open happening daily. Our firm grasp of Therefore, we actively incorporate
windows onto Chinese society and up-to-the-minute developments previous research to reveal
consumers, simultaneously seeking allows us to share ―Key‖ moments underlying patterns and adopt
to broaden China’s access to the with our partners worldwide. advanced research techniques to
rest of the world. solve new problems.
- 49 -

50. HorizonKey
The Horizonkey difference
Public Opinion Tracking Index Research
The only research company with The only research company to develop
experience tracking Chinese public broad industrial and social indices to
opinion across diverse issues, multiple reliably identify trends over time.
sectors and extended periods of time.
Cultural Research Philanthropic Research
The only research company offering The only organization capable of
deep analysis of lifestyles, values integrating research, resources and
and consumer habits across different action in China’s growing philanthropy
Chinese social groups. sector.
Communications Innovative Methods
The only research company in China We constantly add new methods to our
with integrated global communications research repertoire. We have used
and media resource distribution. collaborative workshops to troubleshoot
charities and an online lab to study
consumer psychology and purchasing
habits.
- 50 -

51. By HorizonKey
7th floor, Building A, Jiacheng Plaza,
No.18 Xiaguangli North Road, East 3rd Ring,
Chaoyang District, Beijing
(010) – 84400011
client@horizonkey.com
Our clients are us.
We are at the forefront.