Cracking the China Code: Doing Qualitative Research Across Cultures

​Join Wing Morgan, cross-cultural researcher with 17 years of decoding Chineseconsumer behaviour, for a lively and insight-packed session on navigating the complexities of qualitative research in China. From communication styles to platforms and simultaneous translation, Wing will share practical tips, cultural watch-outs, and field-tested strategies.

​Expect real talk on:

​ Why “yes” doesn’t always mean “yes”, How Chinese communication stylesdiffer from Western ones, what to about it

​ Which topics are completely off limites and which to proceed with caution

​ How to get the most out of your simultaneous interpreter, if you use one

​ Concept testing in China: how to avoid cultural misfires and missed nuances

​Whether you're a seasoned researcher or just dipping your toes into the China market, this session will help you design smarter studies, ask sharper questions, and build better cross-cultural bridges.