What Common Research does

Common Research is a Shanghai-based qualitative research firm that positions itself as a "new model research company," offering eight distinct methodologies — city safaris, focus groups, usability tests, online communities, workshops, ethnography, life documentaries, and semiotics — to enterprise clients seeking consumer and brand insights. Its stated differentiation is rejecting the conventions of traditional qualitative research (artificial prompts, "professional respondents") in favor of fieldwork conducted in natural contexts and with empathy. The firm's core infrastructure is a hybrid physical space at 205 Wulumuqi South Road in Shanghai's Former French Concession that combines a research facility (Common Room with one-way mirror and 360° video), a modular workshop area seating 30–40, and a neighborhood café designed to make respondents comfortable and elicit authentic responses.

The business model is professional services: project-based engagements sold via direct client relationships with multinational and Chinese enterprises. Named clients include DIAGEO, Apple, Tencent, PepsiCo, L'Oreal, Nike, LEGO, MINI, Starbucks, Airbnb, Unilever, AB InBev, Google, Invisalign, Sulwhasoo, Coach, and Lancome — spanning beverage/alcohol, technology, beauty, automotive, hospitality, and luxury. The firm additionally sells branded merchandise (crew neck t-shirts) and operates a newsletter (Common Bulletin). With approximately 7 employees, of whom 5 are named senior researchers with international credentials (University of Toronto, ESOMAR congress speaker, 1,200+ sessions moderated), the company operates as a high-talent boutique with limited capacity. It is privately held, self-funded (no disclosed investors), and single-office in China with no disclosed international footprint beyond its multinational client roster.

Name

Common Research

Legal name

Common Research

Website

https://common.club

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Common Research is a Shanghai-based boutique qualitative research firm serving multinational enterprise clients across beverage, tech, beauty, and luxury with ethnography, semiotics, focus groups, and workshops, delivered from a hybrid research-café facility.

Ownership category

akta.pro rank

Product category

Qualitative Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising (7310)

akta.pro primary industry

Qualitative Research (Focus Groups, IDIs, Ethnography) (MPAAALAE)

akta.pro secondary industries

Market Research & Consumer Insights (BPAHALAA), Custom Market Research (Ad Hoc Studies, Segmentation, U&A) (MPAAALAC), Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI)

Keywords

• Qualitative market research
• Consumer insights services
• Ethnographic research
• Brand strategy research
• Consumer research methodologies

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Qualitative Research Services: Common Research provides qualitative research services including city safari, focus groups, usability tests, online communities, workshops, ethnography, life documentaries, and semiotics. Revenue is generated through client-funded research projects and consulting engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Common Research is a qualitative research firm that delivers custom consumer insights projects for enterprise brands and multinational clients using methodologies including city safaris, focus groups, usability tests, online communities, workshops, ethnography, life documentaries, and semiotic analysis. Projects are conducted through the company's hybrid Shanghai facility that combines a research room, workshop space, and café, designed to elicit natural, contextual responses from respondents rather than relying on artificial research structures.

Product overview

Common Research is a new model qualitative research company offering a hybrid approach combining multiple research methodologies with a physical facility. The core offering includes eight distinct research methodologies: City Safari, Focus Group, Usability Test, Online Community, Workshop, Ethnography, Life Documentary, and Semiotics. These are delivered through the company's hybrid physical space in Shanghai's Former French Concession, which combines a research facility, workshop space, and café. The company also sells merchandise (Crew Neck T-Shirt). The research methodologies are designed to avoid 'research effect' by making fieldwork feel natural rather than artificial.

Differentiator

Problem solved

Functional benefit

Products and services

• Ethnography In-depth ethnographic research focusing on cultural context and consumer behavior in natural settings for enterprise brand clients.
• Semiotics Semiotic analysis of cultural signs, symbols, and meanings to understand consumer perceptions for enterprise brand clients.
• Life Documentary Documentary-style research capturing real-life consumer experiences and behaviors over time for enterprise brand clients.
• Workshop Interactive workshop sessions designed for collaborative research and ideation for enterprise brand clients.
• Focus Group Traditional focus group discussions conducted in Common Research's versatile Common Room facility for enterprise brand clients.
• City Safari A research methodology involving urban exploration and observation to gather insights in natural contexts for enterprise brand clients.
• Usability Test User testing methodology to evaluate product usability and user experience for enterprise brand clients.
• Online Community Digital community engagement for ongoing qualitative research and consumer insights for enterprise brand clients.
• Common Room Versatile research space equipped with a removable one-way mirror, 360° zoom enabled video, step seating, seating 10 for FGD or 15 in the back room, and a smaller room seating 3-5 for IDI, live streaming, and podcasts. Available for client bookings.
• Workshop Space Large flexible multi-room space with 3 transformable modules and built-in café, seating 30-40 people altogether, supporting workshops, focus groups, and events for client bookings.
• Crew Neck T-Shirt 100% cotton crew neck t-shirt with medium-to-large fit, hand-stitched tag, front text print, weighing 265g, sold directly through the Common Research website.

Named customers17 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Kantar: Kantar is the world's largest market research group with a meaningful qualitative and consumer insights practice in China. It goes head-to-head with Common Research for the same enterprise brand budgets and multinational client roster.
• Hall & Partners: Hall & Partners is a qualitative-led brand and communications research agency serving global enterprise clients. It is closely comparable to Common Research on methodology (ethnography, focus groups, semiotics) and enterprise customer base (FMCG, tech, lifestyle).
• Ipsos: Ipsos is a global research major with strong qualitative, innovation, and ethnographic practices and a large China operation. It competes directly for multinational client mandates across CPG, beauty, tech, and auto.
• Added Value: Added Value is a brand and culture-led consultancy with a strong qualitative research arm serving global enterprise clients. It overlaps with Common Research on the brand-strategy/consumer-insight mix and enterprise CPG/lifestyle client roster.
• InSites Consulting: InSites is a Belgium-founded qualitative consumer insights firm with deep expertise in ethnography, semiotics, and behavior-change research. It serves global enterprise brands and mirrors Common Research on methodology and direct-client engagement model.
• C Space: C Space is a consumer-led growth consultancy built around private online communities and ethnographic work for global brands. Its community-plus-ethnography model and enterprise client focus make it a close qualitative services comparator.

Broad incumbents

• NielsenIQ: NielsenIQ is a global measurement and consumer research leader with a meaningful China presence and significant FMCG/CPG client penetration. It competes on the same brand-side wallet with a broader, more data-heavy portfolio.
• Mintel: Mintel is a global consumer research and market intelligence provider serving the same FMCG, beverage, beauty, and personal-care brands that Common Research serves. It is a broader incumbent competitor on insight deliverables, not a niche qualitative specialist.
• GfK: GfK is a global market research firm with strong consumer goods, retail, and qualitative research practices and a large China operations footprint. It competes for parts of the same enterprise brand insight budget.

Emerging players

• Toluna: Toluna is a tech-enabled consumer insights platform with online community and qualitative research capabilities. It represents the digital-first, community-based model competing against boutique qualitative firms like Common Research.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/common-research

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Common Research