Qiao Zhong Design - Consumer Research on High-End Office Furniture
Company overview
Qiao Zhong Design Co., Ltd. was founded in 2003 and is one of the earliest and most capable innovation management companies established in China. The company provides clients with systematic innovation design services. It brings together seasoned partners from internationally renowned design firms and multinational corporations, offering a range of services including design consulting, user research, brand strategy, product innovation, and training. With extensive industry resources and deep professional insights, Qiao Zhong Design has provided innovative support to hundreds of leading domestic and international enterprises, with clients spanning home furnishings, consumer electronics, automotive, healthcare, and other sectors
Research background
As office spaces evolve from traditional functionality toward greater diversity, comfort, and personalization, the selection criteria and psychological expectations of high-end corporate clients regarding office furniture have become increasingly varied. To further deepen the understanding of user needs in office furniture, Qiao Zhong Design intends to conduct in-depth research on the office routines, product preferences, functional requirements, and aesthetic expectations of high-end clients across different industries. This study aims to provide solid evidence and innovative inspiration for the subsequent product design of office furniture series.
Research scope
In July 2012, CEIDEA Research was commissioned by the Office Furniture Division of Shanghai Qiao Zhong Design to conduct qualitative research on high-end corporate clients in the Guangzhou region. Using in-depth interviews, the study sampled enterprises across three categories: high-income, monopolistic, and infrastructure industries; creative industries; and retail and fashion sectors, each representing distinct corporate cultures and office practices. The research focused on key areas including office space layout, furniture functionality and usage behavior, aesthetic preferences, ergonomic considerations, and procurement and decision-making processes, aiming to uncover the actual user experiences and latent needs of target clients regarding office furniture.
Expected outcomes
The research report will enable Qiao Zhong Design to fully understand the genuine needs and unmet functional requirements of high-end users in office furniture usage, clearly define the balance between functionality and aesthetics in product design, and provide a reference basis for customized design solutions tailored to different industrial office environments. The findings will also support systematic planning in the styling direction, material selection, and functional innovation of Qiao Zhong's office furniture products, promoting a high level of integration between design concepts and actual user needs, thereby significantly enhancing both product competitiveness and market recognition.
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