Humanistic Insights Driving Brand Evolution
RHIZOME was formally established in 2011 as a top research-based consulting company with business anthropology as its core feature. RHIZOME aims to serve pioneers in various industries and help exceptional brands achieve continuous evolution. To date, RHIZOME has provided authoritative and professional consulting services to more than 100 brands in 17 industries, including automobile, real estate, cultural tourism, luxury goods, maternal and infant industry, FMCG, household industry, health, beauty makeup and so on, and has won a high reputation within the industry.
Tens of cities·Hundreds of families·Thousands of people
RHIZOME is equipped with a high-level team of business anthropologists, data scientists, innovation design consultants and brand strategy consultants, all of whom come from prestigious universities at home and abroad, such as Harvard, Cambridge, Durham, London School of Economics and Political Science, Singapore National University, Fudan, etc. With solid research techniques, RHIZOME team have visited more than 100 cities in 30 provinces in China, penetrated into thousands of families, observed and recorded the lives and stories of more than 5,000 people, thus formed a rich accumulation of practice and created RHIZOME Thick Data, which has become a unique resource of RHIZOME.
Pioneer in Business Anthropology
RHIZOME is recognised both commercially and academically as a business anthropology institution, establishing effective cooperation mechanisms with professional academic and research institutions and sharing achievements at various academic forums and industry conferences. To date, RHIZOME has become the Educational Research Institute for Business Anthropology at Fudan University and the Sponsor of Committee on Applied Anthropology at Shanghai Society for Anthropology. It has collaborated with global universities such as Harvard University, UCLA and Takushoku University in Japan, and has provided special courses for the EMBA of Shanghai Business School and the Berlin School of Global Leadership. As the internship base for Shanghai University of Finance and Economics and foreign students in Shanghai, RHIZOME also provides practical opportunities for students that are truly valuable. In the past year, RHIZOME team have been invited to offer speaches at important events such as China Ad & Brand Conference, McCann Health Global Research Conference, TIANYUKONG Creative Festival and the opening of the Digital Competition at New York University. Dr. Guo Li, Founder and CEO of RHIZOME, presented "What can anthropology bring to creativity?" in the January 2022 issue of China Advertising.
RHIZOME also keeps in mind the importance of corporate social responsibility. As a member of the board of directors of the RICI Foundation, RHIZOME continuously provides children in the mountains with picture books and courses to protect their mental health and inspire them to fight for a better future.
People·Culture·Trend
Originating from one of the top academic research institutions in China, RHIZOME Consulting has been bringing together the wisdom of interdisciplinary fields, and has perfectly blended academic foresight, commercial efficiency and practical application. RHIZOME actively promotes the integration and innovation of the two important fields of academia and business globally, and takes a leading role in the development of the industry. Based on the in-depth decoding of "people", "cultures" and "trends", RHIZOME helps brands break the boundaries of perception and thinking with its interdisciplinary knowledge and unique insights. In addition, with its business anthropological methodology combined with thick data covering portraits, pain points, cities and other important information, RHIZOME amplifies humanistic insights with powerful modelling and data strategy capabilities, and implements them through innovation strategies, user strategies, culture strategies and brand strategies.
With INSIGHT, providing one-stop brand marketing services
Since inception, RHIZOME has always adhered to the spirit of "understand how and why" to innovate research and strategy toolkit, to provide precise insights, and to offer forward-looking vision, all of which can guide brands to improve and innovate. In June 2021, the insight and strategy development capabilities of RHIZOME Consulting were arecognised by GDINSIGHT as its holding subsidiary, which will usher in a new growth cycle in the future.