Branding passport - bridging consumer insights around the world

Lorna Walters

It has been widely reported that multinational companies are spending a significant proportion of their marketing budgets in growing economies.

Branding passport – bridging consumer insights around the world

Lorna WaltersResearch International

INTRODUCTION

For decades the market research industry has studied consumers and markets around the world. Research International has built an unparalleled understanding of these two facets, but rarely had the opportunity to develop a complete picture of an individual country. In 2005 we began correcting our omission.

Research International examined the diverse consumer landscapes in China, India, Japan and Pan Africa this year, and is now looking to continue this exercise in Europe and the Americas in 2006.

Let's first take a look at China, which we...

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