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YOUTH COME FIRST. RESEARCH IS THE PURSUIT. SUCCEED BY SHARING.

Our Story

In 2008 a group of young, geeky explorers gathered together to found China Youthology. Right now Chinese youth are creating new values, lifestyles, and relationships, and they are searching for support and guidance. We feel compelled to explore the questions asked by a new generation. As Chinese youth, we research for ourselves and for the community.

China Youthology was also founded because we see big opportunity for brands to connect and be more meaningful to youth. We believe brands have an important role to play in youth's lives, and by asking questions with youth, we endeavour to bring brands into relevance.

The DNA of China Youthology is Youth and Ology – Research.

Youth is an attitude regardless of age - embrace curiosity, believe in possibilities, challenge norms, and dare to dream. We love youth culture. We champion the youth voice. We are youth. Research is our pursuit. We search for truth and we believe insights lead to change.

Our expectation on impact to youth

We share insights to youth to inspire youth discovery and encourage them to act on their life meanings. In our day to day research practice, we respect youth, build personal relationships, and inspire them.

Our expectation on impact to brands

We share insights and facilitate their use to help brands be relevant and meaningful to youth. We believe lasting competitive advantage comes from brands being closer to the people, truly understanding their needs, selling on a human level, and making commerce a relationship of mutual value creation. We hope consumer culture can be a positive force for change in Chinese youth culture, spreading useful ideas and tools.

TESTIMONIALS

  • partner

    Youthology provides a mind-opening approach to study the unique tribal behaviour and trends of China’s Millennials. Our Team has been benefited a lot from their in-depth insight workshop and exploratory projects. Lisa and her team always demonstrated their outstanding and unique youth study/research skills to ...

    - Leo Tsoi, VP of Marketing,

    Pepsico International (foods)

  • partner

    Chinese Youth’ is the most dynamic and rapidly influencing area for every marketer in China. I think China Youthology knows how to decode this complex subject. They have done various projects for my team at McCann China and always surprised us with insightful thinking. Especially I like their unconventional approach ...

    - Pratik Thakar, Executive VP...

    McCann China

  • partner

    For NESCAFÉ, China Youthology is more than a ‘research house’ – it is more like a window to connect the brand to the real young spirits. I’m always inspired by their passion...

    - Frank Ren, NESCAFÉ Brand Manager,

    Nestle

  • partner

    China Youthology helps Nokia to keep updated with values and lifestyles of Chinese youth. Their reports are not merely a ‘cross section’ or data load, but rather a holistic view of important phenomena of Chinese youth, as well as interpretations about the context behind ...

    - Weidong Yang, Head of Marketing Activation...

    Greater China, Nokia

  • partner

    Youthology has been and continues to be a great sparring partner in our endeavor to better understand the cultural nuances of the post 85 and post-90 consumers in China. The Youthology team is made of sharp, insightful and reactive team members who provide useful "food for though".

    - SW, Yuesai GM

    L'Oreal China

  • partner

    To become part of the youth culture in China, a brand must firstly embrace and understand the youth. Youthology Monthly has provided a great opportunity for brands to really ’see’ and understand youth.

    - Kewei Li, Design Research

    Li Ning

  • partner

    Young and creative people working as a team and at the same time very professional and well structured in the conduction of the projects.
    project but something special
    It’s so fruitful and interesting to discuss different topics - you always get interesting insights from different ...

    - Ehrhardt, Maria Elisabeth

    Audi

  • partner

    "Youthology doesn´t just provide description – they do deliver understanding.” "Youthology handles complex questions on the societal market context with remarkable diligence.”."They reveal in a very vivid manner the foreground and background of the life of China´s youth of today."

    - Dr. Christian Neuhaus,Daimler AG

    Society and Technology Research Group, Berlin

We are always growing but never grow old.

Bios

  • Lisa Li

    Founder, CEO

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  • Zafka Zhang

    Co-Founder, Chief Strategy Officer

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  • Kevin Lee

    Chief Operating Officer

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  • Helen Yu

    Research Manager & Lead Ethnographer

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  • Summer Xia

    Research Manager & Lead Ethnographer

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  • Luna Lu

    Operations Manager & Recruitment Manager

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  • Iris Bian

    Ethnographer

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  • Evelyn Yu

    General Researcher

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  • Hannah Lincoln

    General Researcher

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  • Candy Yang

    Lead Ethnographer & Community Manager

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