Summary
This paper identifies four key misconceptions held by Western marketers and researchers that impact the ability to understand consumers in emerging Asian markets. These are: 1. "Emerging" means becoming more like developed Western countries. 2. Best research practices derive from underlying scientific principles and these principles apply across all countries. 3. The primary research challenges in Asian markets are largely a matter of infrastructure and skills levels of local researchers. 4. Getting the language translation correct is all that really matters. Each of these beliefs is countered with an in-depth analysis of local, cultural understandings and the paper proposes countermeasures to reduce the impact of these misconceptions: recognise the potential for bias and abandon preconceptions, add divergent thinking to the study design process, work closely with local staff and channel partners and demand more from local research agency partners.

Summary
This paper argues that India is an untapped market for the creation of innovative, belief-based brands and that researchers are well-placed to help Indian marketers see these opportunities. Areas of particular growth potential are discussed, including targeting older consumers with disposable income and middle-aged men who are the first of their generation in India to be experiencing mid-life crises. It also identifies respect as a value that brands can pander to in a nation where individualism is growing. Market research agencies can assist marketers in developing these opportunities by providing knowledge management and segmentation data, as well as insights into demographic shifts and product consumption.

Summary
This paper reports on a study that decoded the different cultural and generational meanings of colour in China, Japan, Thailand and Vietnam, in order to provide brands with a better understanding of the impact and implications of their colour choices. The research is based on findings from a market research online community of "nowsumers", whose close connection to digital and mobile technology enables the collection of constant ethnographic data ("24/7 diginography"). The paper includes an investigation of aspects of these consumers' everyday lives, with emphasis on their non-spoken observations in relation to colour symbolism.

Summary
This paper offers a semiotic analysis and cultural exploration of masculinity in India, providing a comprehensive examination of the codes that have defined Indian masculinity from antiquity to the present day. The analysis draws on history, popular culture, sociology (impact of the caste system), religion, and emergent Indian feminism. It also focuses on the implications of today's conflicted Indian masculinity for businesses and marketers, as they develop culturally relevant brand positioning and communication strategies.

Summary
This paper, which updates earlier research, clusters different Asian markets according to consumers' response to advertising, and is designed to help global advertisers assess the transferability of advertising. With a number of markets in Asia having seen significant evolution and exposure to advertising and brands, it looks to assess if the clusters still hold true. The paper finds there are still distinct clusters of markets in Asia when it comes to advertising response, but not always by geography. Equally, it identifies India and China as regions in themselves. Overall, the research enables global advertisers to assess the transferability of advertising from one market to another, and has practical applications in creative development and assessment.

Summary
Drawing from the first comprehensive study of the consumer landscape in Myanmar since the easing of sanctions, this paper explores the growth opportunities in the country from three perspectives: the agency, the client and the consumer. The research was produced from 10,275 interviews conducted with consumers in Myanmar from all socio-economic classes and geographies. Although ethnically diverse, the population is 88% Buddhist and Buddhism has shaped the Burmese cultural mindset. As one of the poorest countries in the world, the average Burmese earns less than US$190, however the country has a vast abundance of natural resources and so has opportunity to increase the country's overall wealth in the future. Technology ownership is low but mobile and smartphone ownership is rising rapidly and TV penetration is high. There is great cultural and social importance placed on tea shops, which not only act as a sales point for beverages and tobacco but play a critical role in community bonding. This paper concludes with Coca-Cola's overview, which officially began sending shipments to Myanmar again in 2012.

Summary
This study explores the concept of acculturation - the "process of change" people experience as a consequence of a continuous, first-hand contact with cultural groups in a new country. In Singapore, where there are about 1.5 million 'non-resident foreigners', qualitative analysis was conducted to shed light on these modern nomads, with particular emphasis on their identity and aspects of acculturation. Understanding the role brands play in relation to acculturation and how to engage with these consumers is explored. The study found there is an opportunity for brands to connect emotionally with these marginal consumers.

Summary
This paper argues for local distinctions to be recognised in brands' Asian strategies, with universal truths to be adapted and expressed in the right language to penetrate cultural beliefs and filters in each market. The authors point out that concepts like motherhood, beauty, achievement and power - which many brands are built on - can mean very different things across cultures. It maps out the significant historical and cultural differences that shape consumption and brand choices in these markets - which make them remarkably different not just from developed markets but also from each other. In particular, the paper contrasts China and India, with examples of how the same need can mean different things in each nation, and how the same global positioning strategy can translate to quite different executions.

Summary
This paper looks at recent changes in the role of women in Asia Pacific, and the economic, cultural and social consequences of these changes. The authors conducted a research project, consisting of interviews with women from 12 Asian nations. The key findings are that, across the region, the impact of economic growth and exposure to the outside world on the lives of women has been immense, and that the Asian woman is unique, because while her identity is still deeply rooted in her traditional culture, but at the same time she is coping with new opportunities. Significant differences across the region are revealed for the question of how these women view personal empowerment: there are tensions amongst women that are relative to their level of empowerment or the ability to make choices for themselves on matters that are important to them. The authors discuss implications for brand strategy suggested by these findings.

Summary
This paper defines the opportunity the emerging middle class in China and India represent for HSBC, the global financial services group. First it defines the middle class consumer, and goes on to explore their attitudes to banking and finance. The paper indicates the range of knowledge required to build relationships with future, higher-revenue customers in these regions. Photojournalism was used to capture cultural norms as they relate to money, providing real-life evidence which was combined with an ethnographic exploration of 16 key respondents. The paper concludes by outlining five rules that can be used to leverage photojournalism in the art of storytelling.