1

How I learned to stop

worrying and

❤research in emerging

markets

2

‘Doing’ research in India –It’s a bit exotic, scary and you’re high up on the proverbial elephant

3

1 billion people. 500 cities. Choosing between depth and breadth is where your compromise begins.

Research in India focuses on ‘Rich’ or the ‘Upper Middle Class’.

But the most inspiring stories and insights are found when you start engaging with “Aspirers”.

5

What assumptions are we making about the consumer?

6

Relationships are the source of results.

7

2 communities with 600 consumers.

Across cities, professions, interest groups.

8

Mass Observation:Your consumers are your eyes and ears

9

Deprivation:Take it away. And you know what you really love.

10

Accelerated Usage:Developing new (and sticky) habits

11

No questions asked: Dipping into their ‘without-agenda’ conversations

12

Confession groups: Where anonymity, intimacy and trust collide.

5 methodological shifts in using communities: resulting in a better relationship, and more inspiration!

01Mass Observation

02Deprivation

03Accelerated Usage

04No questions asked

05Confession groups

We’re constantly negotiating our way through some challenges

• Social image is everything

• Influence of brand is high

• Playing to hierarchy is common

• We need to be even more inclusive

14

15

Thanks!