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Emerging markets present a compelling opportunity for brands seeking growth beyond saturated developed economies. Countries like China, India, Brazil, and several African nations offer significant potential due to their rapid economic development, expanding middle classes, and increasing consumer demand.  For example, India’s GDP growth rate has consistently outpaced that of many developed nations, making it […]

In the Philippines, the gap between opportunities in Metro Manila and the rest of the country is as vast as the sprawling urban skyline. Historically, the capital has been the epicentre of economic, educational, and professional growth, leaving rural areas in its shadow. However, the COVID-19 pandemic catalysed a profound shift in how work and […]

Indonesia is on the brink of a healthcare revolution fueled by the rapid rise of online pharmacies. With a population exceeding 275 million, the country presents a significant market for digital health solutions. Combining vast geography and increasing digital adoption creates unique opportunities and challenges for enhancing healthcare access. Online pharmacies are redefining how Indonesians […]

Brands need more than surface-level insights to maintain a competitive edge—they need a continuous, in-depth understanding of their consumers. Traditional, one-time surveys only provide snapshots of opinion, often missing the nuanced shifts in behaviour and sentiment that unfold over time. This is where online panels come into play, offering a unique approach to gathering real-time […]

In the high-stakes world of product development, even the most brilliant ideas can fall flat without proper validation. Enter concept testing—a powerful tool that helps brands bridge the gap between imagination and market reality. Concept testing is a critical checkpoint where innovative ideas face their toughest judges: consumers. By gauging real consumer reactions before committing […]

Like many developing countries, Indonesia‘s economic liberalisation in the mid-1980s brought growth alongside inequality. Urban centres thrived, attracting investment, jobs, and infrastructure, while rural areas lagged, widening the gap in living standards. This divide extends beyond income and development, shaping the distinct consumer behaviours seen today. In urban areas, consumers are drawn to the convenience […]

In B2B, growth hinges not merely on expanding reach but on the precision of that expansion. Imagine a software company doubling its sales by targeting only those businesses poised to benefit most from its solutions. This is the power of strategic market segmentation in action. Globally, brands operating in diverse markets have harnessed market segmentation […]

Consumer beliefs and behaviours are evolving at an unprecedented pace. To keep up with—and potentially shape—these shifts, brands must harness deep consumer insights. According to Epsilon’s 2023 research, 80% of consumers are more likely to make a purchase when brands offer personalised experiences. This statistic highlights the importance of understanding what drives your customers’ decisions. […]

Why is concept testing so integral to successful product launches? Because out of the 30,000 new products introduced each year, a staggering 95% fail to make a lasting impact on the market. The alarming statistic highlights the importance of concept testing in product development. Your users’ opinions are the most valuable when it comes to […]