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“Alchemy”in Daily Life

Interpreting behaviors, Decoding cultures, Uncovering trends

“CULTURE”+“EXPERIENCE”+“INNOVATION”,

making consumer knowledge the engine to

drive brand and marketing strategy.

LEAD BY INSIGHT.

Rhizome is the first consulting company in China to feature applied anthropology. We excel at Culture Decoding, Consumer Demands Positioning, Trend Analysis, Product Scene and Experience Optimization.
Rhizome supports clients to better understand consumer behavior, and has successfully applied ethnography, cultural and semiotic analysis to generate precise consumer and trend insights. From there, we assist brands and businesses to establish systematic,leading and localized strategies in the aspects of culture, marketing and innovation that will eventually help brands to win in the Chinese Market.

About RHIZOME

Educational Research Institute for Business Anthropology, Fudan University
Sponsor of Committee on Applied Anthropology, Shanghai Society for Anthropology
Member Unit of Rici Foundation

Clients

Craftsmanship &
Chinese Luxury
RTW Consumers
Culture Decode
Contemporary
Chinese Youth &
Discover Their
Platform Usage
Food and Dietary
Culture
Transformation
in Key Cities
Insights for
Product
Innovation
and Strategy
Beer Drinking
Culture
in Contemporary
China
Culture Decode
The Airline Travel
Experience
of Chinese
Consumers
Property owners'
unique
housing needs
in Sanya
Rejuvenate and
Re-Purpose
The Development
of Historic Space
Strategic
Implications for
Land
Development
Deep Dive Into
Consumers’
Real Life Scenes
of Electric Cars
usage
"Unhealthy
lifestyle"
of consumers
　
　
Meal or Pill?
—
product position
alinement
Dietary Culture
Aging Population
Masculinity
in the
Chinese culture
　
　
“Beauty”
of female
in small town
"Happiness" and
"stress"
in contemporary
Chinese youth
Guangdong
tourism culture
Consumer-type
analysis
Tourism-brand
positioning
and core value
CVTE:
interpreting
“ideal state
of work”
　
Industry trends
reading and
Potential
client-type
analysis
Urban youth
lifestyle study
　
　
How do
the Chinese
have breakfast
"Family" culture
of contemporary
Chinese
Needs and
experiences of
overseas
procurement
services
Financial needs of and
innovative service design
for rural and small-town
population
Chinese consumers'
watch purchase
behavior
and perception
study
The child-rearing
value and
practice of
"Alpha-Mom"
The home
space needs of
"Shanghai
Drifters"
The "very first"
make-up
piece for
small city women

Decode
"cool girl"
Chinese
gourmet food &
banquet culture
　
　
Alcohol
consumption
and
its occasions
for the Chinese
"Princess dream"
and
the ideal cruise
experience
Localized expression
of global brand
concept

"Bravery" in
the post-95ers'
eyes
Decoration
and whole-house
furnishing
customization
needs
"Another lifestyle"
for urban
while collars
　
　
Decode the
"Chinese
gentleman"
—past
and present
"Firm" and
"soft"
in the
Chinese culture
　
　
Cross-cultural
communication
of brand value
Consumer
and brand
re-positioning
　
　
Children's
apparel market
entry study
Luxury
consumption
value &
practice of
the elite
population
What is
"true self"?
　
　
Havana culture
Chinese
societal trend
research &
consumer
family portrait
Value and
practice
of TCM
in daily life
New middle class
Online video
consumption
pattern analysis
　
　
Decoding
content
consumption
Alcohol or
soft drink?
product position
alinement
Decoding
"tasteful drink"
City type
analysis and
market entry
evaluation
The elite class'
social-
recreational
occasions
Post-90ers' reading
behavior study
"Teach"
little robot to
become a
family member

Cultural Big Data, our exclusive solution.

Combining ethnography with data mining.

Led by anthropologists and data scientists,

we integrate sociological and psychological methodologies

and adapt them into our solutions, breaking down the barrier

between “people” and data.

About Qianji

Service

Team

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    CEO & Founder
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    合伙人 副总经理
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    合伙人 副总经理
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    CGO
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    Data Director
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    Research Director
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    首席知识官
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    BD Director
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    高级研究经理
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    高级研究经理
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    高级研究经理
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    高级研究经理
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    Research Manager
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    Researcher
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    Researcher
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    Data Manager
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    资深剪辑师
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    资深媒体编辑
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Expert Advisor
    • YAN Yunxiang
    World-known Anthropologist;
    Head of UCLA Center for Chinese Studies
    • LI Yu
    Expert in quantitative research;
    Professor of Sociology, Fudan Univ.
    • PAN Tianshu
    Ph.D. Anthropology, Harvard Univ.;
    Professor of Sociology, Fudan Univ.
    • ZHANG Hui
    Ph.D. Social Sciences & Comparative Education,
    UCLA; Lecturer of Anthropology,
    East China Normal Univ.
    • YU Hai
    Philosopher & Urban sociologist;
    Professor of Sociology, Fudan Univ.
    • XING Haiyan
    Ph.D. Anthropology, Univ of Florida;
    Associate Professor of Philosophy, Law & Political Science, Shanghai Normal Univ.
    • LU Hanlong
    Former director of Social Development Institute, Shanghai Academy of Social Sciences;
    Counselor of Shanghai Municipal People's Government
    • ZHENG Wei
    Professor of Commerce, Takushoku Univ.

Our Thinking

UNBOUND

Read More

Join Us

Aspiring for knowledge, curious to explore, and eager to think deep and out-of-the-box?
If this sounds familiar, then RHIZOME is the place for you.
Professionalism aside, we deeply value candidates with highly developed critical thinking, and a positive attitude.
Come and find out below if there is a position that interests you!

VACANCIES

Researcher
Whether you are a qualitative, quantitative, or mixed methods researcher, you are more than welcomed to approach us for an interview. Don’t forget to bring along your past work!
Project Manager
For those with 3 years working experiences and above, and are excellent in management and communication.
Business Specialist
You carry solid working experiences relating to business development across different industry, and possess a strong desire to explore and express yourselves
Assistant Researcher
Whether you are a qualitative, quantitative, or mixed methods researcher, you are more than welcomed to approach us for an interview. Don’t forget to bring along your past work!
Advantage
“Alchemy” in daily life
QIANJI
Cultural Big Data, our exclusive solution.
Combining ethnography with data mining.
Our Thinking
Unbound
GET IN TOUCH
We blend a global
perspective with local sensibility to
solve the diverse market problems businesses are facing
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