Investment Uncut: Using ethnographic research to capture growth opportunities in emerging markets with Tassos Stassopoulos

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This episode was recorded on 26 March 2024 and therefore does not reflect any events after this date.

In this week’s episode, Mary Spencer and Jacob Shah discuss ethnographic research and identifying growth opportunities in emerging markets with Tassos Stassopoulos, Founder, Managing Partner and CIO at Trinetra.

Before we interview Tassos, Laasya talks to Shay Owode, Associate Director at Vidett, about the conversations he’s having on various trustee boards. We discuss endgame strategies for pension schemes, trustee effectiveness and the importance of clear, adaptable communication for pension scheme members.

We discuss:

• What is ethnographic research, how it differs from the techniques used by a conventional fundamental analyst and how it can be used to identify the success stories of the future.
• How this research allows you to go deep to understand the “why” behind trends and how this allows you to gain confidence you’ve identified big trends.
• His recent research trip to China and his key takeaways.
• Environmental, social and governance factors in this space and whether there’s more opportunities to focus on social factors given the focus on consumer trends.
• The most surprising or impactful thing that Tassos’ research has unearthed so far.

What’s one thing you would like listeners to take away from this?

• The power of miniscule changes that can transform people’s lives.

Any recommendations for good books:

• How To Know a Person: The Art of Seeing Others Deeply and Being Deeply Seen by David Brooks
• Anthro-Vision: How Anthropology Can Explain Business and Life by Gillian Tett
• Think Like an Anthropologist by Matthew Engelke