Research World (March 2009)

Date of publication: March 1, 2009

Catalogue: Research World 2009

Author: ESOMAR B.V.

Abstract:

This month, we focus on Asia Pacific. And it could not be more timely. While the majority of the world's economies sink into severe recession, the APAC region is still forecasting growth, albeit at a slower pace. And granted, some countries in the region would appear to be suffering more than others. Export oriented economies such as Japan, Korea and Taiwan are feeling the chill winds of the Western recession, but emergent powers such as India and China - in addition to new players such as Vietnam - are feeling more of a cooling breeze. As we approach this potential, a number of convergent themes emerge from the articles in this month's issue: - the appeal of global brands as purveyors of quality and trust is growing; - nonetheless, these brands need to pay close attention to local habits and customs if they are to connect with the emergent consumer; - the pace of change in consumer habits, wants and needs is electric and accelerating; - in such circumstances, the real value of market research - done well - is enormous; - to enhance that value, research must move more and more towards a strategic, consultative model that leverages technology while providing real insights; - in order to do so, research must move beyond its traditional mindset and embrace new methodologies.

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