Abstract:

In this era of globalization, finding and then making the most of opportunities in multi-cultural markets has become a permanent challenge for the modern marketer. Culturally distinct, diverse consumers are here to stay, both in immigrant populations at home and in growing markets abroad. Context-rich qualitative research, a powerful tool in any marketing situation, is essential in most multi-cultural research. Properly applied, it empowers skillful researchers from any culture to achieve deep insights into any other region, country, or culture.