Emerging markets have come back to the forefront of investor outlooks recently as many market participants and commentators argue that years of US outperformance are coming to an end sooner rather than later. Of those arguments, many rely on a handful of macro or valuation factors that lead them to a specific country or sector that is poised to pounce. Tassos Stassopoulos, managing partner and CIO of Trinetra Investment Management, takes a completely different approach and in this interview with Max Wiethe, he argues that the tailwind of emerging market consumer demand growth is strong enough to overpower any macro headwind. Here, Stassopolous lays out his ethnographic research framework where he gets face to face with the EM consumers driving trends. He explains how focusing on those consumers and their cultures over companies and their talking points can help investors identify trends long before other market participants. He also explores a few of the biggest consumer trends and companies he is focused on right now and discusses how COVID-19 is accelerating trends and affecting his ability to do the boots on the ground research that is so critical to his unique process. Filmed on June 25, 2020.