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Vera Dong - Ethnographer (Shanghai)

Vera manages the Bassett & Partners Shangahi office and has led ethnographic studies for clients Nike, Microsoft, and Intel.


During her fourteen years working for three of the top multinational advertising agencies (DMB&B, TBWA, and Ogilvy & Mather), Vera led and participated in many major brand positioning projects and launches in China, including Dove Chocolate, Whisper from Procter & Gamble, Martell Cognac, Coca Cola, Adidas, DBS Bank, Hong Kong Disneyland, etc.. Vera studied Market Research in New York University in 1996 when she was working for DMB&B New York. She was trained as a moderator by Censydiam, a Belgium based top-end qualitative research agency.

Vera designed and conducted a teenage study for Coca Cola in China in 1999 covering tier one and tier two cities. In 2002 Vera also designed and led a "Chinese values" study for TBWA among "management achievers", white collar, university students and high school kids. Widely used inside the company, the results of the study were subsequently quoted by the South China Morning Post, British Council and China Advertising Magazine, amongst others. In 2003, Vera became Ogilvy & Mather's Brand Planning Director for Hong Kong and Southern China. Vera is now involved in an anthropological study on how residents in Yin Hua County rebuilding their home after the town was completely destroyed by the Wen Chuan Earth Quake.