Rowing against the tide or surfing the new wave?: Revamping ancient techniques for consumer understanding in emerging markets

This paper assesses the multiple challenges for fragrance and flavour research in emerging markets and presents a new methodology tested in South Africa which overcomes these.

Rowing against the tide or surfing the new wave?: Revamping ancient techniques for consumer understanding in emerging markets

Massimo Cealti and Nicolas SiegaSymrise

Growth: The sacred graal

"The powerful motivator in our lives isn't money; it's the opportunity to learn, grow in responsibilities, contribute to others, and be recognized for achievements". Frederick Herzberg, The Motivation-Hygiene Concept and Problems of Manpower

All companies look for growth, whether in their home market or elsewhere, they have to grow.1) In this context emerging countries are somehow the last frontier.

Their economies are amongst the few ones growing...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands