Abstract:

This paper outlines some of the problems which can be experienced in co-ordinating, analysing and interpreting international qualitative data. Our thesis is that good research and actionable recommendations cannot be achieved without a full understanding of national and even regional differences. We outline a series of cases studies which illustrate instances where new and existing brands have been subjected to research in a number of countries and the ways in which international positioning or advertising was developed or modified on the basis of the findings.