Culture: Insight's third space
In global research, the notion of 'culture' often extends no further than 'understanding the quirks of a local market'. Yet it can be an inspiring and effective tool for developing brand strategy and innovation, especially when combined with more consumer centric methods. Market researchers are ideally placed to develop strong frameworks for cultural analysis and integrate this into their work with powerful impact, thus making cultural insight an important part of the qualitative toolkit.
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