Rowing against the tide or surfing the new wave?
How do we address the consumerâs 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?
- This could also be of interest