McKinsey Launches Asia Consumer Insights Centre

Management consultancy McKinsey & Company has launched the Asia Consumer Insights Centre (ACIC) in Singapore, as part of its 'Innovation Campus' partnership with the country's Economic Development Board.

The ACIC aims to develop initiatives through which to help companies understand the beliefs and attitudes that motivate customer behaviour in Asia, and adapt their strategies accordingly.

Oliver Tonby (pictured), McKinsey & Company Managing Partner for Southeast Asia, says the decision to locate the centre in Singapore was driven by the number of multinationals and local companies based there, as well as the availability of talent across the region.

'Historically, we talked about 'you need an Indonesia strategy', or 'you need a China strategy', Tonby added. 'Organisations need to shift away from that into a much more granular level, looking at specific cities and looking at specific pockets of consumer segments.'

Web site: www.mckinsey.com .