Over the last 12 months, PSEUDO has been working extensively with a major global brand to hone their cultural awareness and grow market share in Tokyo, Shanghai and Seoul. Combining in-field research, immersions, interactive presentations and comprehensive reports, PSEUDO and our teams in each city have brought the client ever closer to their consumer. The research involved working intergenerationally, from understanding the academic pressures on primary school kids and the fight for creativity on post-education kids, through to the difficult work/life balance of older generations.