Tuesday, October 08, 2013

SfG Newsletter: Consumer insights in emerging markets

How do you understand customers in places that are very different from your home-market? Brilliant companies like Toyota, MacDonalds and Danish fashion company IC-companies have failed to connect to the Chinese consumers, thinking that they could simply push the same products that were successfull in the West.

The latest newsletter from the ”Suitable for Growth” project at the Universe Foundation focuses on how to collect market insights in emerging markets, for instance by using ethnographic observations and organizing insights in ”Customer journey maps”.

It also offers lots of entertaining examples of cultural quirks and surprises collected in China. And it features a rare insight into how Haier, the Chinese white goods manfuacturer, uses customer understanding as its core competitive advantage.

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