Asia Pacific in the next decade - The region stands at an interesting crossroads in 2013. What will the next 10 years look like?
In 2012, Myanmar accelerated its course of political and economic reform. Given its position as Asias last significant frontier economy, global and regional research suppliers and their clients have been quick to explore the opportunity for growth presented by the easing of sanctions in the country.Drawing from the first comprehensive study of the consumer landscape in Myanmar since the easing of sanctions, this presentation will explore these growth opportunities from three perspectives: the agency, the client and the consumer. It will also provide significant insights taken from 10,275 interviews conducted with consumers in Myanmar from all socio-economic classes and geographies
In this issue we look at adapting to unpredictability to deal with economic uncertainty and ongoing change.
In this issue we look at the huge changes that are impacting Latin America, one of the fastest growing regions worldwide. Vibrant economies, a rapid uptake of market research and a new generation going online are creating new ideas, new experiences and exciting new opportunities.
Read about what the industry has learned from the recession and what 2010 holds for consumers, advertisers and researchers.
Were taking a look here at China and India, two countries that recently are increasingly being regarded - after Japan and Korea - as the driving forces behind the global economy in the 21st century. Nowadays a third of the global population lives in China and India. Together these two countries account for 6% of the global gross domestic product but, with annual growth rates of 6% for India and almost 10% for China, this is set to change in the near future. Chinas strength is in mass manufacturing and economies of scale. India excels in software, design and services. There is also a growing class of consumers with changing attitudes and aspirations and higher expectations and demands. Over the next few years we will witness a fascinating spectacle: essentially the forces of the modern market economy coming together. But what will the consequences be for market research? John Smurthwaite acts as our guide for an initial exploration which focuses on these two markets with enormous potential in this issue of Research World.
The paper describes the use and limitations of local socio-economic classifications in Latin America, most notably the inability to use these definitions for cross-country, regional and sub-regional comparisons. The creation of pan-regional services and the trend toward more homogenized economic models that originated in the 1990s further supports the need for using a regional criteria when analyzing and targeting consumers across different countries. The results are based on a regional definition developed by Dr. Roland Soong and that allows authors to benchmark each local classification to a standardized regional one.
This paper addresses the issue of socio-economic stratification of Latin American markets, and specifically that of Argentina. Transformations of the last decade have modified the regional scenario and have significantly altered the economic and socio-demographic structures. The authors argue that the current problems that the classification and stratification systems present today do not deal with their reliability or comparability, but - in an even more serious, basic and deeper dimension - with their validity. What has lost validity is the basic representation model of the socio-economic structure and of the rules of its dynamics. Market stratification based on 'hard' indicators is no longer applicable to the realities that are today - to state mildly - 'soft', and the logic of the mobility of which has been profoundly altered and overshadowed, adopting chaotic characteristics.
This paper addresses the issue of socio-economic stratification of Latin American markets, and specifically that of Argentina. Transformations of the last decade have modified the regional scenario and have significantly altered the economic and socio-demographic structures. The authors argue that the current problems that the classification and stratification systems present today do not deal with their reliability or comparability, but - in an even more serious, basic and deeper dimension - with their validity. What has lost validity is the basic representation model of the socio-economic structure and of the rules of its dynamics. Market stratification based on 'hard' indicators is no longer applicable to the realities that are today - to state mildly - 'soft', and the logic of the mobility of which has been profoundly altered and overshadowed, adopting chaotic characteristics.