Research in developing markets: Upwardly mobile

Phil Worthington

Cultural differences in developing markets mean there is no one-size-fits-all approach to research, but rapid adoption of mobile devices is universal, as is a reluctance in people to say what they mean

It's important not to over-simplify the term 'developing markets'. Economic constrictions do not always define consumer motives. Marketers who think they need to fight only on price in the developing world run the risk of never establishing a sustainable brand.

Developing markets should not be treated as a single 'region', either. There are many points of cultural, economic, social and technological difference in every country and even within some countries. For example, ads aired in most of India use celebrities prominently, while successful ads in the East of India are more likely to have discreet music and voiceovers.