Rowing against the tide or surfing the new wave?

Date of publication: June 15, 2014


How do we address the consumer’s research needs in emerging markets where the following hurdles are to be faced: rare, and multiple official languages; logistical difficulties; lack of infrastructure; illiteracy and low levels of consumer education; cultural and religious barriers and tradition-derived cultural beliefs that strongly influence day-to-day behaviour; corruption and often the general level of criminality; and finally, lack of existing knowledge about category, size, performance and historical evolution/growth, all of which make a market opaque and more difficult to access. How can we develop blockbuster fragrances for consumers in these markets? Especially when focusing on everyone but the rich?

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