Spire Research and Consulting is the leading research consultancy in global emerging markets.
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Why Spire Research and Consulting
We all know that every launch, every market entry and every growth plan starts with research to map the terrain and ends with research to measure the success of what you’ve done on that terrain.Research doesn’t substitute for leadership and insight. It tests gut feel. It builds consensus within the team by appealing to the one thing standing above each person and department’s vested interest – the facts. This is what research does where it succeeds.
Good research, on the other hand, does so much more – it calls out those “unknown unknowns” that will become evident when you go to market. It generates ideas from customer and industry insights refracted through the prism of expertise and experience.
Good research is far better than a litany of verbatim comments from customers, or a mass of statistics devoid of context and therefore relevance. Good research is your best investment.
Three big barriers exist to good research in the 21st century:
- Research that makes you say “So What?”: The term “insights” could now be the most tired expression in the research industry. Many research vendors will provide you with data from which you are expected to draw your own insights. Some will provide you with data that is analyzed for patterns – creating knowledge. A few will draw conclusions for you – generating real insight. Spire will go further, offering advice on the foundation of genuine insights. We know of no other vendor that will. Which is why Spire’s executives are known as Consultants.
- Research that is not holistic enough: Most of what passes for research is purely consumer research. This is understandable. Customers are the most important element in the business eco-system. But not the only element. Because we have capabilities in research across the business eco-system from competitors and channels to government, opinion leaders and suppliers, Spire integrates insights from the customer with insights from the industry and macro-environment – presenting to you the voice of the customer in the context of what is possible, what has been tried...and what we feel should be done.
- Research that mis-applies approaches from Europe and North America: Executing good research in emerging economies is as different from doing the same in the West as Day is different from Night. Emerging markets lack good published data as well as a widespread culture of co-operating with research. Its markets and value chains can be irregular and opaque, due to fragmented and unorganized retail, complex regulations and the high penetration of grey and counterfeit products. This argues against the crude importing of fieldwork approaches, analytic paradigms, and even terminology, from the developed West when the project is to be done in an emerging economy. Only Spire focuses on solving research execution and analysis problems in Global Emerging Markets across Asia, Eastern Europe, The Middle East, Latin America and Africa.
We hope you’ll call a meeting with Spire to find out more about our strategic research track record in your industry.
