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Interpretation of the data is key

The last point to be made on the subject of surveys and consumer research in China is the key aspect of data interpretation. A great deal of data is gathered about luxury consumer habits, ownership, preferences and interests, yet for all this data, its real value lies in its meaningful interpretation and contextualisation in terms of the rapidly changing Chinese luxury market. Much as it is important that any person interviewing wealthy consumers does so as much by listening to the answers they are given as by asking the right questions, taking that data and using current and expert market knowledge to put into context is critical. Valuable information can be completely misconstrued in the wrong hands. …

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