A ReD partner recounts his meeting with a man who has lived through China’s enormous transformation.

Companies struggle in emerging markets because they underestimate the importance of local culture and social behavior.

As megacities are in developing countries with rapidly growing middle classes, more and more people will experience the thrill of owning their own car.

A look at the norms and practices behind Chinese women’s attitudes toward outward beauty and skincare.

ReD explores the culture around Chinese business banquets from a career-driven woman’s perspective.

A ReD study about home making for Kvadrat informed the development of the company’s textile-based offerings.

Instead of the classic idea of “authenticity,” young urbanites are playing with the concept to involve craftsmanship and a stronger story.

In 2006 a major European brewing company was faced with falling bar and pub sales. Our findings led to a sharp shift in how the brewery approached pubs and bars.

Andrew Muirhead, Director of Innovation, Lufthansa Technik AG, talks about his work with ReD.

Unlike the conventional wisdom of marketing, if you want to position a product as premium, use more complex messaging that will demand more of the consumer.

Tao Ruspoli’s film, “Being in the World,” celebrates skillfulness by exploring the tension between being spontaneous and being rational.

Studying Europe’s baby boomer generation, Pernod Ricard and ReD explore in this film how conviviality takes many expressions when people come together.

For the neocraftsman, the process behind their product is what makes it exclusive, meaningful, and of high value.

Many businesses have reduced operating costs by optimizing resource consumption in the production processes, but typically neglect one powerful tool: consumers.

Most toy companies conduct market research by sending out surveys. Lego sends out anthropologists to study kids in their natural habitat.

The changing role of businesswomen in emerging markets is causing major shifts in alcohol consumption.

Music-streaming platforms must realize that the art of music discovery cannot be engineered by an algorithm.

Ad agencies want to use Big Data analytics to create highly targeted ads. But an algorithm can never truly master the art of persuasion.

This case study of alcohol in China revives Mauss’s concept of the total social fact as a means of understanding new markets.