With a presence in over 80 countries, TNS has a well-established footprint. However, we continue to extend this as we help our clients to uncover opportunities in new markets. In 2012 this has meant opening an office in Cambodia, as well as starting to work in Myanmar – we’ll be sharing our insights about this newest of consumer markets in a forthcoming edition.
There are two clear themes in this edition of GEMs, both of which explore new territory for many of our clients. Firstly we have a look at the impact of digital and mobile technology in sub-Saharan Africa and LatAm. Whilst lower GDP per capita does tend to mean lower levels of technology ownership, mobile is the one must-have device, enabling and empowering new generations of consumers and increasing social mobility. As the cost of smartphone ownership continues to decrease, mobile becomes an even more significant opportunity for brands in emerging markets.
Secondly, we continue to reflect on the lives of those at the base of the pyramid (BoP), whose population numbers 4 billion, with a combined purchasing power of $5 trillion. We’ve been partnering with clients for many years, to help them understand the aspirations of this new consumer class – building a sense of their priorities and what they need from brands. In this issue you can explore some of the work we have done and what we have learnt about the implications for research.
I hope you find this edition of GEMs interesting and inspiring – as ever, if you would like to discuss any of the issues in more detail, please do contact your local TNS consultant, or me.
Kind regards,
Chris Riquier | CEO, Asia Pacific
