Emerging markets research: mining insights in developing markets

Appreciating cultural sensitivities and market nuances is fundamental to uncovering great insights. This is especially true when trying to open up new territories.

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...

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