Thermometer, from Pathfinder Business, in association with Brandhouse and YouGovStone, is bringing together the world’s business people to determine how they view the world and where the world views the future to be.

The initial perception of locations and opportunities can be the most important part of a decision to investigate a new market or expand overseas.

Pathfinder Business, through its editorial and content development,

understands the challenge that business and investors face in the ‘global marketplace’ and has built on this to develop a unique study. Through Thermometer, we will ask the business world how they view the world and where they see the future to create a unique and global picture.

By combining Pathfinder Business’ international editorial expertise and network with innovative techniques developed by leading brand agency Brandhouse, and the Brandhouse Pulse initiative, we will be bringing professional brand techniques to locations. As a final strand to this unique collaboration Thermometer uses the data-analysis intelligence of YouGovStone, the globally respected market-research consultancy.

Thermometer will ask international business people where they think the future ‘hotspots’ for world business will be and where the ‘real’ emerging markets will be. By asking the world, we will create views from west looking east and east looking west.

Rob Denman, Editor-in-Chief of Pathfinder Business, said “We are all international now and the perception that business and investors have of countries has never been so important as we look for opportunity. Thermometer is the first truly global study that will look at the way business and investors are looking to the future and where that future may be. All markets are emerging markets – Thermometer will show us where the investment community views the future to be.”

Crispin Reed, managing director of brand agency Brandhouse, added, “Our study published in 2009, The Brandhouse Emotion 100, was the first to really audit the emotion behind brands. By working with Pathfinder Business in the development of Thermometer we are extending this analysis to a fascinating area and looking at countries as brands.”

Read the full story at

http://www.pathfinderbusiness.com/articles/features.php?id=66