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ASHOK SETHI

Q&A

Ashok Sethi is a force to be reckoned with when it comes to market and social research: Sethi brings over 35 years of experience across China, Hong Kong, and other Asian countries to Nudgestock; he is also the co-founder and Director-Solutions of Behave! Consulting, a behavioural sciences consultancy based in Shanghai.

Ashok is also author of the book ‘Chinese Consumers – Exploring the World’s Largest Demographic’ and an active blogger and speaker about Asian and Chinese consumer trends.

We’re thrilled that he is joining us this year at Nudgestock Global and look forward to hearing the latest insights he has to share.

Before then, we fired across a few questions…

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What are your top tips to survive lockdown?

"Read more books and less news – don’t get obsessed with following the developments of the epidemic.”

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Tell us about a development in your field that surprised you the most this year?

“The enormous change in consumer behaviour – some forced and some voluntary.”

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What is the piece of work you are most proud of?

“A behaviour change project focusing on child-feeding and nutrition that I participated in in Indonesia - employing Behavioural Economics and Design Thinking before the concepts became fashionable.”

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And finally, tell us a fact we wouldn’t know about you…

“I am an avid consumer of fiction – especially detective fiction. Although the first book I wrote was based on facts about Chinese consumers, I hope to pen a detective story in the future.”

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Nudgestock Global session title: Applying behavioural science to the COVID-19 outbreak

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