INT615-Scope of Work Commissioning a Consumer Survey-TOR

TERMS OF REFERENCE

Background

Based on previous TCM industry market research of SHIFT project, this contracted activity focuses on understanding Chinese consumers’ perceptions, consumption behaviours, and demand drivers for specific wild medicinal plants originating from Nepal’s Himalayan alpine region. The goal is to inform the development of traceable and certifiable production systems and sustainable value chains through a comprehensive consumer survey, to ensure the market for these ingredients develops as a high-value segment, distinct from and not merely a substitute for, traditionally used TCM products.

Research Objectives

Through this study, we aim to achieve the following objectives:

• To identify and describe the current and potential consumer groups for Himalayan wild medicinal plants (focusing on the 4 target species listed below) in the Chinese market, along with their socio-economic characteristics. This includes exploring whether any target species are perceived as potential substitutes for other species currently used in TCM and other products, and if so, ensuring the study scope encompasses consumers of those currently used
• To establish a descriptive baseline of current consumer awareness, perceptions, and stated demand for the target species, across each of the identified consumer segments, to inform future market entry strategies.
• To explore consumer motivations for purchasing or potential interest in these wild medicinal materials, their usage scenarios, and the barriers to consumption.
• To understand consumer awareness of and willingness to pay for “sustainability,” “traceability,” and “certified products.”
• To identify the channels through which consumers obtain product information, the brands or sources they trust, and their purchase decision-making pathways, culminating in the creation of a consumer journey map that visualizes this process for key segments
• To assess consumer preferences regarding key attributes of Himalayan wild medicinal plants (and the Chinese medicinal and aromatic plants for which they may be substitutes), such as place of origin, wild/cultivated status, certification labels.
• To propose targeted communication and intervention strategy recommendations for the Chinese market.

The 4 core target species of focus for this project are as follows:

• 甘松 / Jatamansi (Nardostachys grandiflora)
• 胡黄连 / Kutki (Neopicrorhiza scrophulariiflora)
• 川贝母 / Banlasun (Fritillaria cirrhosa)
• 冬虫夏草 / Yarsagumba (Ophiocordyceps sinensis)

Scope of Work

The contractor is tasked with carrying out the following activities:

1. Qualitative Research

The contractor shall design and implement qualitative research (e.g., in-depth interviews, focus group discussions) to gain in-depth insights into consumer perceptions, attitudes, and behavioral patterns regarding Himalayan wild medicinal plants. The study should specifically focus on their trust in and concerns about the origin of wild medicinal materials, their awareness and attitudes towards sustainability and certification, key factors influencing purchasing decisions (such as brand, place of origin, and recommendation channels), as well as typical usage scenarios and consumption habits. Furthermore, the contractor must clearly define “consumer” and propose a classification system (e.g., end individual consumers, Traditional Chinese Medicine practitioners, herbal medicine distributors) within the research plan, while also explaining the allocation ratio and rationale for each category within the qualitative study.

2. Quantitative Research

Building on insights from the qualitative phase, the contractor shall design and implement a quantitative survey covering major Chinese consumer markets. The questionnaire must incorporate effective screening questions at the outset to ensure respondents are actual or potential consumers of the relevant products. The contractor is required to propose and justify in detail the sample size, geographical distribution, and specific city selections to ensure statistical representativeness of the data (based on past experience, the survey shall collect no fewer than 1,000 valid responses). Furthermore, appropriate techniques must be employed to ensure reliable and truthful data collection on sensitive topics, such as attitudes towards the consumption of wild resources.

3. Target Audience Segmentation

Based on the insights gathered through both qualitative and quantitative research, the contractor will identify and describe distinct consumer segments, which should address:

• Demographic characteristics: Including age, gender, income, education, occupation, and city tier.
• Experience and Engagement: Differentiating current, former, and potential users; their usage frequency, history, and awareness of endangered species.
• Consumer Journey: Mapping the pathway from interest to purchase, including key information sources and decision-making influences.
• Motivations for Consumption: Identifying core drivers, such as health wellness, cultural tradition, social status, or investment value, or specific disease or/and health care needs.
• Barriers to Consumption: Analyzing main obstacles, such as concerns about authenticity/safety, price, legal risks, or lack of usage knowledge.
• Purchase Behaviours and Channels: Identifying preferred species, product forms (e.g., raw materials, capsules), and purchasing channels, such as physical stores, online platforms, or purchasing as the tourism gift in Tibet, Nepal, India, and Buhtan.
• Potential for Intervention: Identifying segments most open to change, their willingness to pay for sustainable/traceable options, and acceptable alternatives. Such as organic certification, Fairwild certification, including premium percentages such as 5%, 10%, or even higher premiums for purchasing dual-certified products.

4. Data Analysis and Reporting

Integrate complete findings from all research components into a final report. The report must synthesize key conclusions—including a consumer journey map, primary drivers and barriers, and detailed audience segments—to deliver actionable strategic recommendations for the Chinese market, directly informing communication and intervention efforts aimed at supporting sustainable value chains.

Project Outputs

1. Research Plan: Includes methodology, sample strategy, data collection methods, data management plan, data analysis plan, and timeline.
2. Data Collection Plan: Detailed survey agenda, data collection methods, and timeline.
3. Qualitative Questionnaires (EN & CN), Quantitative Questionnaires (EN & CN) and Data Collection Forms (EN & CN): Developed for qualitative research and quantitative surveys respectively.
4. Survey Data: Raw data sets and records from qualitative and quantitative surveys in a shareable format.
5. Qualitative Data Analysis Report (EN & CN): From qualitative research, including key insights on consumer behaviours and motivations.
6. Comprehensive Consumer Study Report (EN & CN): A final report from research including analysis, conclusions, and recommendations for demand reduction, with full data sets and findings.
7. Presentation of Key Findings

Proposed Timeline ：

12/2025——03/2026

Next Steps & Proposal Requirements

Interested agencies are invited to submit a proposal (in both English and Chinese) that includes the following components: proposed methodology, work plan and timeline, budget breakdown, team composition, previous relevant work, and evidence of local knowledge or incorporation.

Please submit your complete proposal in PDF format to traffic.china@traffic.org by December 19, 2025.