Abstract:

This presentation shows a successful case history where a high-level market research company based in the United States 'trained' and then 'offshored' part of its complicated modeling systems, making its offshored supplier an essential part of its new higher-order consumer research 'ecology'. Methods are presented by which a seamless system for an offshoring operation to fully participate in high level consumer research was jointly developed. This ranged from basic data analysis, to table creation, factor analysis, graphic mapping, modelling and on to providing 'insights' from the data under direction of the US based team.