Ipsos-Flair-Thailand-2015-HD

⎡Wheels Within Wheels⎦The vision of Jérôme Hervio –Country Manager of ThailandThis is the first time we have analysed Thailandfrom the combined perspectives of market,social, cultural, advertising and fashion theories.What do you think our clients need to gain aprofound understanding of the current situationin Thailand?Thailand is at the same time both easy and difficult tounderstand. Easy, because people are open and welcoming.Difficult, because this open access is restricted to certain areasof life.Western analysts are looking for depth, digging down fromsuperficial attitudes to hidden, subconscious motivations.But for Thailand it is more useful to imagine several concentriccircles. Each circle corresponds to a set of specific values,behaviour and attitudes.The inner circle is the family. This is the area of total solidarityand deepest relationships. People will leave their jobs and forsaketheir careers to help a parent who has fallen sick. Conversely,parents will make all possible effort to ensure the success andcomfort of their children. The most influential character in thiscircle is the Mum. And the moral principles mainly stem fromBuddhism.Moving outwards, the second circle includes close friends. Thereis respect, politeness, solidarity, and also some fun and freedomin this area.Then you have the colleagues, the broad online social network,and the Facebook friends. The relationships are direct but loose.| 10Flair Thailand 2015.indd 10 29/05/2015 14:04