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Griffiths, Michael B., Ph
.D.
______________________________________________________________________

Bio

Michael Griffiths is a researcher and consultant with a focus on China, working in marketing. Michael presently works at TNS, the world’s leading market research consultancy. Michael is responsible for building TNS's cultural insights & strategy suite of services and for adding a layer of qualitative expertise across the China business. Michael applies human and social sciences thinking, as well as methodologies such as ethnography, semiotics and discourse analysis, to help clients explore new platforms for innovation and customer engagement, build target market resonance and distinctiveness versus the competition, and develop consistent, precise brand messaging. Clients Michael has added value to include, Unilever, The Economist, BAT, HSBC, The North Face, Eagle Ottawa, Fazer, Volkswagen, SC Johnson, Smithfield’s, Philips and Microsoft. Prior to joining TNS, Michael was Director of Ethnography at Ogilvy. Michael holds a PhD in Cultural Sociology. He has published a wide range of books, articles and papers which deconstruct Chinese society, map the directions of social change, and break with popular myths and stereotypes. Michael has first-hand experience of China dating from 2000 and is fluent in Mandarin.

 

Selected Publications

Published work (by year)

Griffiths, Michael. B. and Zeuthen, Jesper. W. (2015) 'Bittersweet China: New Discourses of Hardship and Social Organization’, Journal of Current Chinese Affairs (China Aktuell), 43, 4, 143–174. PDF

Griffiths, Michael B. (2014) ‘Luxury is Mass’, in TNS Automotive Insights: The Luxe Edition, 30-35.

Griffiths, Michael B. (2014) ‘奢侈品的大众化陷 ’, 凯度中国洞察, 消费者, 奢侈品2014年06月11 日

Griffiths, Michael B. (2014) When Luxury becomes massKantar Insights, 2014-06-11

Griffiths, Michael. B. (2014) ‘Chinese Lower-tier Women: Between Cultural Myths and Contextual Constraints’, TNS Live, Mar 2014

Griffiths, Michael. B. (2014), 挣扎在文化神话与人文制约之间的中国低线城市及农村女性TNS China, Mar 2014

Griffiths, Michael. B. (2014), 挣扎在文化神话与人文制约之间的中国低线城市及农村女性(下篇),TNS China, Mar 2014

Griffiths, Michael. B. and Zeuthen, Jesper. W. (2014) 'Bittersweet: Bitter Civilization', Forthcoming.

Griffiths, Michael. B. and Chris McCarthy. (2013) ‘I eat therefore I am’, Intelligence Applied, Dec 2013, 1-10

Griffiths, Michael. B. and Chris McCarthy. (2013) ‘寻找更快的增长:我吃故我在’, Intelligence Applied, Dec 2013, 1-10

Griffiths, Michael. B. (2013) ‘None for All and All for None: Moral Dynamics in China’s Consumer Society’, International Journal of China Marketing, Vol 4(1), 65-81

Griffiths, Michael. B. (2013) ‘Cultural Insight & Strategy: A Sociological Agenda’, Qual 360 Asia, Merlien Institute, 19-21st Nov.
 
Griffiths, Michael. B. (2013) ‘ All About Face: Sichuan Adventures’, War Stories, June 5th 2013

Griffiths, Michael. B. (2013) ‘Anatomy of a Chinese City’, China Economic Review, 17th April 2013
  
Griffiths, Michael. B. and Kunal Sinha (eds). (2013) China Beyond: Change and Continuity203 pages

Griffiths, Michael. B. (2013) ‘Interview with Michael Griffiths, Author of Consumers and Individuals in China: Standing out, Fitting in, Part One’, Agenda Beijing, March 19th 2013

Griffiths, Michael. B. (2013) ‘Interview with Michael Griffiths, Author of Consumers and Individuals in China: Standing out, Fitting in, Part Two’Agenda Beijing, March 22nd 2013
 
Griffiths, Michael. B. (2013) ‘Of Chinese Culture, Combs And Kant, With Michael B. Griffiths’, China Smack, Monday, March 4, 2013
  
Griffiths, Michael. B. (2013) ‘Cooking Up Culture In The Kitchen, With Michael B. Griffiths’, China Smack, Monday, March 11, 2013

Griffiths, Michael. B. (2013) ‘Good Sex and Moral Dilemmas’, Shanghaiist, Feb 6th 2013, Excerpted from Consumers and Individuals in China: Standing Out, Fitting In, Michael B. Griffiths, London, Routledge, 2012. From chapter six, titled "Morality", pages 107 -110.
  
Griffiths, Michael. B. (2013) ‘Book Excerpt: Unraveling Authenticity’, Campaign Asia, Dec 14th 2012
  
Griffiths, Michael. B. (2012) Consumers and Individuals in China: Standing Out, Fitting In (Chinese Worlds), Routledge: London. 248 pages.
 
Zeuthen, Jesper. W. and Griffiths, Michael. B., (2011) 'The end of urban–rural differentiation in China? Hukou and resettlement in Chengdu’s urban–rural integration.' in Alpermann, Björn (ed), Politics and Markets in Rural China, 218-232. Routledge Press.
  
Griffiths, Michael and Kunal Sinha. (2011). 'Get Going With Green: Closing the Sustainability Gap', An OgilvyEarth White Paper, Arpil 19th 2011.

辛默.与迈博博士. (2011) '语录同行:跨越可持续性的鸿沟', 奥美地球,特报

辛默.与迈博博士. (2011) ‘语录同行:跨越可持续性的鸿沟’, 观点, 28, 37-39, 六月份2011.

Griffiths, Michael. B. (2011) 'Sustainability: Finding the Missing Piece', China Brief, June 2011, 10-13.

Griffiths, Michael. B. (2011) 'The Green Gap of Opportunity', Insight: The Journal of the American Chamber of Commerce in Shanghai, July 2011, 11-15.

Griffiths, Michael. B. (2011) 'Closing the Sustainability Gap', Public Affairs Asia, July 2011, 10.

Sinha, Kunal. and Michael Griffiths (2011). 'Get Going With Green: Closing the Sustainability Gap', Viewpoint, 28, 40-42. June 2011
n  辛默.与迈博博士. (2011) ‘语录同行:跨越可持续性的鸿沟’, 观点, 28, 37-39, 六月份2011.

Griffiths, Michael. B., Flemming Christiansen, and Malcolm Chapman. (2010) 'Chinese Consumers: The Romantic Reappraisal’. Ethnography, Sept 2010, 11, 331-357.

Griffiths, Michael. B. (2010) 'Lamb Buddha’s Migrant Workers: Self-assertion on China’s Urban Fringe'. Journal of Current Chinese Affairs (China Aktuell), 39, 2, 3-37.

Griffiths, Michael. B. (2009) 'Eating Bitterness: Re-enacting the Primitive Rural'. in Hernández, L. and Krajewski, S (eds). Crossing Cultural Boundaries: Taboo, Bodies and Identities. 159-173. Cambridge Scholars Press.

Books

Griffiths, Michael. B. (2012) Consumers and Individuals in China: Standing Out, Fitting In (Chinese Worlds), Routledge: London. 248 pages.

Journal Articles

Griffiths, Michael. B., Flemming Christiansen, and Malcolm Chapman. (2010) 'Chinese Consumers: The Romantic Reappraisal’. Ethnography, Sept 2010, 11, 331-357.

Griffiths, Michael. B. (2010) 'Lamb Buddha’s Migrant Workers: Self-assertion on China’s Urban Fringe'. Journal of Current Chinese Affairs (China Aktuell), 39, 2, 3-37.

Griffiths, Michael. B. (2013) ‘None for All and All for None: Moral Dynamics in China’s Consumer Society’, International Journal of China Marketing,Vol 4(1), 65-81

Griffiths, Michael. B. and Zeuthen, Jesper. W. (2014) 'Bittersweet China: New Discourses of Hardship and Social Organization’, Journal of Current Chinese Affairs (China Aktuell), 43, 4, 143–174.

Book Chapters

Griffiths, Michael. B. (2009) 'Eating Bitterness: Re-enacting the Primitive Rural'. in Hernández, L. and Krajewski, S (eds). Crossing Cultural Boundaries: Taboo, Bodies and Identities. 159-173. Cambridge Scholars Press.

Zeuthen, Jesper. W. and Griffiths, Michael. B., (2011) 'The end of urban–rural differentiation in China? Hukou and resettlement in Chengdu’s urban–rural integration.' in Alpermann, Björn (ed), Politics and Markets in Rural China, 218-232. Routledge Press.

White Papers

Griffiths, Michael B. (2014) ‘Luxury is Mass’, in TNS Automotive Insights: The Luxe Edition, 30-35.

Griffiths, Michael B. (2014) ‘奢侈品的大众化陷阱',  凯度中国洞察, 消费者, 奢侈品2014年06月11 日

Griffiths, Michael B. (2014) When Luxury becomes massKantar Insights, 2014-06-11

Griffiths, Michael. B. (2014) ‘Chinese Lower-tier Women: Between Cultural Myths and Contextual Constraints’, TNS Live, Mar 2014

Griffiths, Michael. B. (2014), 挣扎在文化神话与人文制约之间的中国低线城市及农村女性TNS China, Mar 2014

Griffiths, Michael. B. (2014), 挣扎在文化神话与人文制约之间的中国低线城市及农村女性(下篇),TNS China, Mar 2014

Griffiths, Michael. B. and Chris McCarthy. (2013) ‘I eat therefore I am’, Intelligence Applied, Dec 2013, 1-10

Griffiths, Michael. B. and Chris McCarthy. (2013) ‘寻找更快的增长:我吃故我在’, Intelligence Applied, Dec 2013, 1-10

Griffiths, Michael. B. (2013) ‘Cultural Insight & Strategy: A Sociological Agenda’, Qual 360 Asia, Merlien Institute, 19-21st Nov.

Griffiths, Michael. B. and Kunal Sinha (eds). (2013) China Beyond: Change and Continuity203 pages

Sinha, Kunal. and Michael Griffiths (2011). 'Get Going With Green: Closing the Sustainability Gap', An OgilvyEarth Special Report.

Griffiths, Michael. B. (2014), 挣扎在文化神话与人文制约之间的中国低线城市及农村女性, TNS Live, Mar 2014

辛默.与迈博博士. (2011) '语录同行:跨越可持续性的鸿沟', 奥美地球,特报

辛默.与迈博博士. (2011) ‘语录同行:跨越可持续性的鸿沟’, 观点, 28, 37-39, 六月份2011.

Griffiths, Michael. B. (2011) 'Sustainability: Finding the Missing Piece', China Brief, June 2011, 10-13.

Griffiths, Michael. B. (2011) 'The Green Gap of Opportunity', Insight: The Journal of the American Chamber of Commerce in Shanghai, July 2011, 11-15.

Griffiths, Michael. B. (2011) 'Closing the Sustainability Gap', Public Affairs Asia, July 2011, 10.

Sinha, Kunal. and Michael Griffiths (2011). 'Get Going With Green: Closing the Sustainability Gap', Viewpoint, 28, 40-42. June 2011

辛默.与迈博博士. (2011) ‘语录同行:跨越可持续性的鸿沟’, 观点, 28, 37-39, 六月份2011.

Interviews

Griffiths, Michael. B. (2013) ‘Of Chinese Culture, Combs And Kant, With Michael B. Griffiths’, China Smack, Monday, March 4, 2013

Griffiths, Michael. B. (2013) ‘Cooking Up Culture In The Kitchen, With Michael B. Griffiths’, Monday, March 11, 2013

Griffiths, Michael. B. (2013) ‘Good Sex and Moral Dilemmas’, Shanghaiist, Feb 6th 2013, Excerpted from Consumers and Individuals in China: Standing Out, Fitting In, Michael B. Griffiths, London, Routledge, 2012. From chapter six, titled "Morality", pages 107 -110.

Griffiths, Michael. B. (2013) ‘Anatomy of a Chinese City’, China Economic Review, 17th April 2013

Griffiths, Michael. B. (2013) ‘Interview with Michael Griffiths, Author of Consumers and Individuals in China: Standing out, Fitting in, Part One’, Agenda Beijing, March 19th 2013

Griffiths, Michael. B. (2013) ‘Interview with Michael Griffiths, Author of Consumers and Individuals in China: Standing out, Fitting in, Part Two’Agenda Beijing, March 22nd 2013

Griffiths, Michael. B. (2013) ‘Book Excerpt: Unravelling Authenticity’, Campaign Asia, March 2014

Griffiths, Michael. B. (2013) ‘The Road to Insight: Julie Bilby interviews Michael Griffiths, Director of Ethnographic Research, Ogilvy & Mather China (Part one)’, Feb 7th 2013

Griffiths, Michael. B. (2013) ‘Cultures of Creativity: Julie Bilby interviews Michael Griffiths, Director of Ethnographic Research, Ogilvy & Mather China (Part two), Feb 8th 2013

Griffiths, Michael. B. (2013) ‘All About Face: Sichuan Adventures’, War Stories, June 5th 2013