Emerging markets research: mining insights in developing markets
Julian RolfeBrandhouse
Observing first hand the nuances of local human behaviour and cultures is key to unearthing genuine consumer insight in emerging economies, writes Julian Rolfe of Brandhouse.
As more and more global companies focus their attention on emerging markets, it is becoming increasingly crucial to understand how to conduct research in these markets. Saudi Arabia, Mexico, India, China and Egypt are just a selection of markets that we have worked in recently which offer significant opportunities for brand development and innovation.
Appreciating cultural sensitivities and market nuances is fundamental to...