Cross-cultural marketing research

Global Cultures

Effective branding research requires careful attention to cultural differences, particularly in global contexts. We have years of anthropological experience in many countries, and are experts at measuring and interpreting the importance of local culture and its impact on today’s global marketplace.

Cross-Cultural Marketing Research

Today, both domestic and international companies are confronted with the task of marketing products and services to diverse cultural groups. Marketing research that works with one group often does not work with another.

For example, many Chinese get uncomfortable when questioned on family and financial matters, yet are often eager to test new products. On the other hand, many Latin Americans are uncomfortable talking to researchers over the phone and prefer one-to-one interviews.

In sum, a strong understanding of local culture around the world is becoming one of the most profitable ways of marketing products and services.

Cross-Cultural Management Research

Management strategies that are effective in one part of the world are often less effective in other parts of the world due to the effects of culture.

For example, Asians in general are more likely to feel strong connections and dependence with groups such as extended families or business organizations, and are thus more likely to give up personal motivations to satisfy group goals. In contrast, Westerners, especially Americans, have a strong individualist culture that generally predisposes individuals to care more about their personal identity.

For managers, these subtle differences are very important to understand. Culture also has a big impact on how employees view their leaders, and what types of rewards create a greater desire to increase quality performance.