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| One of the most exciting things about living and working in the ‘emerging markets’ is the rapid pace of change and the wealth of new opportunities. This is perhaps best exemplified by Myanmar, which really is the newest emerging market. Since sanctions lifted last year, we have been working with clients to help them to understand the values, attitudes and aspirations We kicked off the year with our Chinese New Year study – building an understanding of how people in China, Hong Kong, Singapore, Taiwan and Malaysia celebrate new year. The holidays are far behind us, but some of the insights into attitudes are of interest beyond this. The impact of mobile in sub-Saharan Africa has been massive, however people are not actively engaging with brands via mobile, particularly in South Africa. We examine some of the barriers and potential solutions that companies can consider to increase their effectiveness in this area. Finally, we share a perspective on reverse innovation – and the lessons that ‘mature markets’ can learn from emerging economies. We've been at ESOMAR in Ho Chi Minh this month, talking about some of the opportunities in Myanmar and also discussing the importance of cultural precision when building a marketing Click here to download the April issue of Gems Kind regards,
Chris Riquier | CEO, Asia Pacific |
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