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In the age of global markets, companies are no longer able to focus on only the North American and European markets to stay competitive. Product promotion has expanded to developed and emerging markets alike in an effort to bring products to a world-wide customer base. In most cases, a degree of autonomy is granted to operational functions in each market, allowing them to function as semi-independent units. However, all-encompassing global strategies are useful in capturing efficiencies and ensuring consistency across markets. As a result, the need for multi-country—even multi-continental—research projects continues to grow. Of course, any project of global scale adds complexity. Here are 10 tips for effectively running a large, global market research project.
Global market research often hinges on the belief that cultures are comparable to one another. However, considering that some cultures are more individualist, and some more collectivist, one can imagine the deleterious effects of this line of thinking. In this post, I explain how people across the the individualism-collectivism dimension process information, particularly scaled questions, and how you can better account for these differences in your next global market research study.
Hi there, Global Marketer! I hear you’ve decided to conduct market research to inform the launch of your exciting new medical device – that’s great! Properly-designed research can produce insights which will optimize your launch. As you begin to plan the research, one of the most important things you’ll have to decide is which countries to include in this effort. Here, I’ll outline a list of questions to ask yourself as you make this critical decision.
The GDPR comes into effect on May 25th. Unsure what the GDPR is? Interested to know what KJT Group has done to ensure compliance? Read the full post!