The last frontier of Asia: The potential of market research to drive economic and social development in Myanmar

Ron Gailey
The Coca-Cola Company, Thailand
Chris Riquier
TNS, Singapore

Background

As the world continues on its path of uncertainty, failed economies and low growth, more and more companies and even governments are looking to bridge the financial "cliff" by investing in growth economies in the Asian and Latin American regions.

The focus for growth in Asia has traditionally been high base and rapid growth economies such as India, China, South Korea and the larger markets of South East Asia. The challenge for research agencies and consumer based product companies has been that everyone is competing in the same space.

In early 2012, a new opportunity for growth in Asia presented itself with the imminent easing of sanctions in Myanmar which is regarded as Asia's last significant frontier economy.