Without ever going to Japan, do you reckon you could get a pretty good sense of sake bars over there? Not just what the top brands are, but how the drink gets consumed as well as its broader role in society? What about how Brits drink beer in the capital on a Sunday? Or how and where people enjoy street food in Mexico?
You can imagine, research, predict or read, but thereâs no substitute for being there in person to soak it all in.
The critical nuances of markets need to be understood on the job, and the more specific the details, the better. Itâs this detailed knowledge that strengthens the brand design, but it isnât always possible for agencies to have quality time on the ground so they can experience the market firsthand and learn consumer behavior.
