Research World (July/August 2009)

Date of publication: August 1, 2009

Catalogue: Research World 2009

Author: ESOMAR B.V.


The debate on global vs. local marketing (and research) is one of these debates which have been going forever. The basic question is “can you apply the same advertising/packaging/ positioning (fill in the blank) on a global basis or are there local cultural norms that require a more nuanced approach?” To which the answer has been, for as long as I can remember, local culture will always trump standard globalisation. The same goes for research too - you cannot (however much you insist you can) simply apply one standard methodology worldwide to a research survey without taking local culture into account. Another old chestnut is the debate on how to rate the quality of research agencies. A better route down which to go would be to check on the agency’s public credentials: does the agency subscribe to the ICC/ESOMAR Code?



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