Rowing against the tide or surfing the new wave?: Revamping ancient techniques for consumer understanding in emerging markets

This paper assesses the multiple challenges for fragrance and flavour research in emerging markets and presents a new methodology tested in South Africa which overcomes these.

Rowing against the tide or surfing the new wave?: Revamping ancient techniques for consumer understanding in emerging markets

Massimo Cealti and Nicolas Siega Symrise

Growth: The sacred graal

"The powerful motivator in our lives isn't money; it's the opportunity to learn, grow in responsibilities, contribute to others, and be recognized for achievements". Frederick Herzberg, The Motivation-Hygiene Concept and Problems of Manpower

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands