Understanding Users in Emerging Markets: What’s Different?

With the ‘action’ increasingly shifting to the emerging markets, all of a sudden it has become critical to delve into the issue of knowing the ‘other’. In this case, the ‘other’ is the very large populations that comprise emerging market countries such as Brazil, India, China, Russia, Indonesia, South Korea, etc. Much is being written and said about the large consumer base in these countries, their eagerness to consume technology, the diversity of the population, etc. One thing is certain: that the emerging country consumers are not exactly carbon copies of developed-country consumers.