One In A Billion

Xploring the New World of China

Over 95 percent of China's growth over the last two years has been generated by domestic demand. For brands to gain a foothold in this rapidly expanding economy, traditional market research is not enough.

To reach the 1.3 billion potential consumers in China, you need to understand: understand the people, their lives and motivations, ambitions and desires.

Sandy Thompson and her team of intrepid Xplorers strapped on hiking boots and backpacks and journeyed across China.

The result is One in a Billion: Xploring the New World of China, a series of intimate portraits of some of the individuals who make up the world's most populous nation, and a snapshot of what it means to be Chinese in the new millennium.

Xploring is a bold new approach to market research and consumer insights that emphasizes the authentic, immediate, and emotional.

Xplorers interact with people at the person-to-person level. They turn the numbers into stories. They reveal truths that can make the differece between stumbling and success.

Sandy Thompson, Worldwide Head of Planning, Saatchi & Saatchi; Foreword by Tom Peters; Photographs by Chien-min Chung