This presentation makes the case that a collaborative team from a network of boutique consulting and research firms along with independents is the right model for researchers to become strategic partners to Challenger Clients. It shows the contrast between the 'Consortium' model and the conventional, single firm 'Pyramid model' of working and the ways in which the Consortium model delivers better to Challenger clients. It aims to present a validation of the experience of the presenters via interviews with Challenger clients, researchers and brand/innovation consulting firms.
'If we known about semiotic analysis earlier and commissioned some before going into this market it would have saved us $18 million'. That remark made in 1999, apropos an emerging Eastern European market, came from a senior client at a multinational drinks company which went on to commission semiotic and cultural consultancy in Russia, China, India, Brazil and a wide range of other developing markets. Drawing on the perspectives of an expert in global semiotics and a top brand strategist and planner based in India, this paper shares more than a decade's experience and current best practice learning derived from the application of semiotic techniques. This paper will provide you with everything you need to know about an essential tool for understanding emerging markets and how to use it to optimum effect.