Topic: Innovation

Global comparisons don’t work Want to know a dirty little secret from the market research industry? Most global studies are useless. Well, not entirely useless, but meaningful comparison across countries is nearly impossible with the average research survey. The truth is, people from different countries and cultures perceive and respond to scales differently, and simply … How to have a meaningful global research study

For anyone who’s done international research, you’ve likely observed the differences in response styles across countries—standout examples are respondents in China tending to say yes to more things, Germans are generally less ‘exuberant’ in their responses than markets such as India or Brazil, Japanese more often selecting ‘middle box’ responses while Americans are often a … Managing cultural response tendencies