Developed and Emerging Markets
Emerging markets have been a focus for Hansa|GCR for many years. Our knowledge of emerging markets extends from the BRIC to tier 2 and tier 3 of the emerging markets. We have studied more than 75 countries across verticals from Media to Financial, Telecom and Technology, in countries as diverse as Poland, Nepal, Afghanistan and Senegal. In the course of our work, we have explored consumers and businesses with varying degrees of affluence and exposure, comprising segments making huge inroads but simultaneously those who are struggling to manage one square meal a day. Add to the mix cultural complexities and diverse geographies, and we can draw upon a background with 3 billon people and 500 million businesses with a full spectrum of needs and desires.
Unique projects we have conducted in these markets:
Impact of IT education Conducted across 12 countries spanning Africa, Asia and the Middle East, the objective of the study was to assess the impact of IT education on Students, Instructors, Employers, and Community Leaders. Special analysis was done for the women’s segment and a follow-up of the impact on employment opportunities for those who completed the courses. Hansa|GCR was able to show the client where the program was excelling, including improving job opportunities in the high tech space, increasing self confidence for women, and improving the quality of the workforce at the community level.
Live product usage in the office environment Conducted across nine countries in the Americas, Asia and Eastern Europe, the objective of this study was to understand usage of a specific product by interviewing and observing in the office environment. By exploring desired user outcomes for the device as well environmental constraints and solutions including workarounds, Hansa|GCR recommended both approaches for new product development and more effective marketing of existing products.
The Indian Readership Survey (IRS) The Indian Readership Survey (IRS), conducted by Hansa Research, is perhaps the largest continuous survey in the world with over 250,000 face to face interviews done annually across India. The survey captures media habits, product usage and consumption for over 100 categories. IRS is the most widely used syndicated survey conducted in India with over 125 subscribers from leading media and consumer marketing companies.
Guide to Indian Markets:This 300-page hardbound Hansa publication is an indispensable tool for understanding India’s consumer markets. The first of its kind, the Guide showcases new ways of measuring corporate success, as well as guidelines for understanding and targeting the complicated consumer classes of India.
