Abstract:

B2B organisations are increasingly challenged with reaching a global and diverse target audience. In order for insights to be actionable across borders, researchers and marketers should be aware of the cultural biases that are at play when conducting B2B research. An apples to apples comparison of multi-country survey data can lean to skewed findings and actions built on bias, not knowledge. Acknowledging, understanding and accounting for the ways in which respondents from different countries interpret and react to survey questions, is critical in ensuring that cross-cultural research is robust, reliable and drives action.