Perspective观点
A useful China brief begins with a decision. Which customer, sector, region or business model does your organisation need to understand? A national headline rarely answers a question this specific.一份有用的中国市场简报，应从具体决策出发。您的机构需要理解哪些客户、行业、地区或商业模式？全国性的新闻标题，往往无法回答如此具体的问题。
Desk research provides a starting map. Conversations with operators, distributors, experts and customers help test the assumptions behind it. Fieldwork adds a further layer: how businesses actually buy, sell, recruit and make decisions in their local context.案头研究提供初步地图。与经营者、经销商、专家和客户的交流，可以检验地图背后的假设。实地研究则补上另一层理解：企业在本地语境中如何采购、销售、招聘和决策。
The aim is a clearer basis for action. A strong research engagement connects what was observed to the client’s choices, explains the limits of the evidence and distinguishes findings from interpretation.研究的目标，是让行动有更清晰的依据。好的研究项目应把现场观察与客户的选择联系起来，说明证据的边界，并区分研究发现与分析判断。
Questions for your team给团队的思考问题
- Which decision does the research need to support?这项研究需要支持哪项决策？
- Which region, customer or channel should be investigated directly?哪些地区、客户或渠道需要直接调查？
- What evidence would change the current assumption?哪些证据会改变目前的假设？