20 April 2010

Emerging-market consumers are hard to reach

Be the first to share

Hard to reach
The Economist explores the topic of consumer research in emerging markets:

“Emerging markets are far more varied and volatile than mature ones. There is little money around: the average income per person in China is around $3,500 and in India $1,000. Cultural complexities are confounding and tastes are extraordinarily fluid. People who are not used to brands flit easily from one to another.

This has turned great metropolises such as Shanghai into vast laboratories of consumer research. Companies are always coming up with new products, or tweaking old ones, to suit local tastes and meet idiosyncratic preferences. Unilever makes its soaps and shampoos foamier than their Western equivalents. P&G produces toothpaste in herbal and green-tea flavours. PepsiCo adds spice to its potato chips. Adidas has created two kinds of shops—“local” ones that specialise in sportswear designed for Asian bodies and “global” ones that sell the same products as in the West. The shopping mall beneath the company’s regional headquarters in Shanghai has one of each kind.

Innovation extends to changing entire business models.”

Read article

Be the first to share
27 March 2015
Sharp methodological critiques on current Big Data practices
Two methodological critiques on Big Data that caught our attention: In the Financial Times, economist and journalist Tim Harford points out that sampling bias and statistical errors are, if anything, magnified in Big Data research, …
26 March 2015
Gov.uk’s open policy making toolkit – practical guidance on ethnography and more
The Gov.uk open policy making toolkit is a practical guide to techniques that can help you make better policy. The toolkit, which brings together the latest techniques to improve making and delivering policy, is based on …
24 March 2015
Ethnographic research drives IKEA’s global success
In a long Fortune Magazine article on IKEA's successful global expansion, author Beth Kowitt devotes quite a few paragraphs to the importance of qualitative, ethnographic research: "Today research is at the heart of Ikea’s expansion. “The …
23 March 2015
Design fiction personas illustrate possible impact of educational tech
People talk about the future of technology in education as though it’s right around the corner, but most of us get to that corner and see it disappearing around the next. This innovation-obsessed cycle continues …
11 March 2015
From design thinking to ethnographic thinking
In the broader business world, writes social anthropologist Jay Hasbrouck, design thinking "is already a stale buzzword — a concept that spread widely as a panacea for dull and slow-moving corporate cultures." "Some say it’s now …
10 March 2015
Empathy makes you only more egocentric
In a battery of experiments, Imperial College’s Johannes Hattula and his coresearchers Walter Herzog, Darren Dahl, and Sven Reinecke interviewed marketing managers about their personal preferences for a selected product or service. The researchers then …
2 March 2015
Human-centered design should be a CMO’s best friend
The average tenure of a CMO is just 45 months, according to a recent study released by executive recruiting firm Spencer Stuart. Fortunately, for CMOs in need of help, there's an elegant and simplistic process called …
2 March 2015
Ethnographic research increasingly informing business strategy
Corporate ethnography isn’t just for innovation anymore. It’s central to gaining a full understanding of your customers and the business itself, writes Ken Anderson, anthropologist at Intel Research, in the Harvard Business Review. The ethnographic …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

16 March 2015
Better Health and Wellbeing: Giving the elderly in Singapore sparkling golden years

Invitation: sharing session, Singapore, 30 March 2015   What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

27 November 2014
Why the world needs anthropologists – an update

Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]

30 October 2014
The BancoSmart ATM by Experientia for UniCredit selected for ADI Design Index

Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]

See all articles