Feb 4, 2025
Emerging Markets Consumer Research in Saudi Arabia and Indonesia
The Challenge
As consumer behaviour specialists, we partnered with a leading European venture builder to explore emerging nicotine markets in the Middle East and Southeast Asia. Our client needed to:
Understand social behaviours and cultural perceptions influencing product adoption
Map the retail landscape and purchase journeys in distinctly different markets
Identify genuine drivers of consumer choice to inform product development
Our Approach
To provide a holistic view of the market, we conducted comprehensive ethnographic research in Riyadh and Jakarta:
Phase 1: Immersive field exploration with local researchers and translators
Phase 2: In-depth qualitative sessions with diverse consumer segments
Our comprehensive research methodology included:
Cultural immersion sessions with 24 nicotine users from various social backgrounds, observing authentic consumption contexts and rituals
Street intercepts with consumers, capturing spontaneous insights about preferences and behaviours
Focus groups where participants engaged in guided discussions about social norms and product perceptions
Key Insights & Impact
Cultural Context Drives Adoption – Different social settings significantly impact how and when products are used. This understanding helped shape more culturally relevant product positioning.
Retail Experience Matters – The research revealed distinct preferences in how consumers discover and purchase products. This informed our client's distribution and merchandising strategy.
Consumer Segment Variations – We identified important differences in motivation and behaviour between consumer segments, allowing for more targeted product development.
Why MindMarket?
As consumer behaviour experts, we understand the nuances of emerging markets and how brands can successfully navigate their complexity.
We embed local expertise, ensuring cultural context is never lost in translation
Our pragmatic approach ensures adaptability—even when faced with last-minute changes and evolving client needs
We are exceptionally agile—connecting with respondents even after formal data collection to answer follow-up questions
With hands-on fieldwork experience, we equip businesses with authentic insights that drive successful market entry
What’s Next? Let’s Talk.
Looking to uncover the next big trend in your industry? Let’s connect.