Emerging markets: We are currently on a come down from in-field research - where Russia's emerging consumer tissue market was compared to European counterparts.
Culture clash is an understatement - as Pre and Post-Soviet ways blend together to create a unique consumer atmosphere - we see shelves of single roll, single ply, 5 Cent toilet paper, beside exorbitant packs of luxury scented wet wipes.
Streets are scoured with vending machines, some have digital interfaces, others are manned by human faces.
6 lane traffic can be halted at any moment by a governmental convoy taking a politician to his country home. Between these lanes skoot the delivery vans of Utkonos, Moscow's very own Online only grocery store.
Emerging Markets? It seems we are just emerging ourselves from a field comparison leaving much food for thought.