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Kendra Schaefer

Kendra Schaefer

17 posts
Kendra Schaefer began designing websites in the mid-1990s, when Geocities was still a thing, and has been skulking around China’s tech scene since 2004. In the years since, she has designed and consulted on over 150 digital projects for both SMEs and multinationals. She specializes in Chinese interface design and usability, and now serves as the Head of Digital Research at Trivium China.
China social credit system apps
  • Apps & Features
  • Social Credit Systems
  • 18.4K views
  • 12 minute read

[Long read] The apps of China’s social credit system

  • Kendra SchaeferKendra Schaefer
  • Posted on October 14, 2019October 15, 2019
China’s emerging social credit system (SCS): rarely has a topic been more hotly discussed, and more poorly understood. When most people think about the SCS, they imagine it primarily as…
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  • Social Credit Systems
  • Trust
  • 11.7K views
  • 5 minute read

The gamification of social values: Alibaba experiments with behavior modification

  • Kendra SchaeferKendra Schaefer
  • Posted on June 18, 2019June 18, 2019
Four years ago, in a move designed to explore the viability of new offline sales models, Alibaba ran a little experiment. Two of its financial service offerings, Alipay digital wallet…
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China User Behavior and Market Research: Rural Influencers KOLs
  • Ads & Marketing
  • Influencers
  • Lower-tier cities
  • 9.2K views
  • 5 minute read

The rise of rural influencers: Understanding the popularity of China’s “tuwei” KOLs

  • Kendra SchaeferKendra Schaefer
  • Posted on May 28, 2019May 28, 2019
The popularity of small-town and rural KOLs is driving new trends in China’s internet and marketing cultures.
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  • Lower-tier cities
  • Youth Markets
  • 4.0K views
  • 3 minute read

Side-hustle: China’s small-town youth are busting butt for fun and profit

  • Kendra SchaeferKendra Schaefer
  • Posted on May 15, 2019May 16, 2019
As internet use diversifies across China’s population, reaching younger, older, and rural demographics, there’s been a general scramble to understand these emerging consumer markets. Last month, we took a look…
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China travel industry market research: Chinese travelers
  • Apps & Features
  • Shopping
  • 4.4K views
  • 7 minute read

[Long read] China’s travel mega-portals branch into finance, retail and… wedding photography?

  • Kendra SchaeferKendra Schaefer
  • Posted on May 8, 2019May 8, 2019
China’s tourism giants have extended their offerings beyond bookings and reservations, moving into retail, financial, telecom and niche-market services.
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China Gen Z Marketing Profile: User Market Research China
  • Youth Markets
  • 10.1K views
  • 9 minute read

The Focused Generation comes of age: a definitive guide to China’s Gen Z market

  • Kendra SchaeferKendra Schaefer
  • Posted on April 18, 2019April 22, 2019
We take a look at key studies out of China’s user experience and big data research centers, to see how this next online user group is set to disrupt the status quo.
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  • Apps & Features
  • 8.7K views
  • 4 minute read

China’s dating apps are experimenting with live-streamed matchmaking

  • Kendra SchaeferKendra Schaefer
  • Posted on April 10, 2019
China’s largest date-to-marry matchmaking apps are experimenting with leveraging live-streaming to help users find love, with mixed results.
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China Rural Market Research: Short Video Ecommerce Rural Users
  • Influencers
  • Lower-tier cities
  • Trust
  • 5.0K views
  • 3 minute read

“Village Live-streaming”: China’s farmers are becoming content creators

  • Kendra SchaeferKendra Schaefer
  • Posted on April 3, 2019April 7, 2019
E-commerce combines with video content to connect individual buyers with small-scale agricultural producers.
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China Market Research: China Voting Public Opinion Baidu Search data
  • Search
  • 2.0K views
  • 3 minute read

In the absence of voting, big search data tracks Chinese public opinion

  • Kendra SchaeferKendra Schaefer
  • Posted on March 27, 2019April 7, 2019
Baidu looks at keywords used by China’s leadership during the Two Sessions, and cross-references them against search numbers.
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China Market Research User Markets: China User Experience
  • Apps & Features
  • Middle Age & Seniors
  • 4.9K views
  • 4 minute read

E-commerce for an aging population: Taobao’s “family accounts” are bringing senior markets online

  • Kendra SchaeferKendra Schaefer
  • Posted on March 15, 2019April 7, 2019
Who do your parents call when they can’t get the router working? Or need help uploading pictures to Facebook? Or setting up Amazon Prime? It’s you, isn’t it? Or maybe…
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Trivium User Behavior

A Trivium China project