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Developing MR skills for developing markets
Phyllis Macfarlane (GfK)
In this session we will look at this issue from both angles. We will explore what skills researchers in developed markets need in order to understand how to do good, perceptive research in developing markets and how to avoid making all those ‘assumptions’ which serve you well normally, but which may lead to you actually conduct poor and misleading research in a new market, (despite your best intentions and efforts). And secondly, we will discuss how researchers in emerging markets can develop and hone their skills to deal with both the (sometimes incomprehensible, and sometimes just unreasonable) demands of international clients, and also encourage local brands to take the plunge into the world of market research
