Can online panels be truly global? The impact of cultural adaptation on respondents’ engagement

In the era of online data collection, online panels and panel portals are increasingly becoming the way by which marketing research is connecting with people across the globe.

Can online panels be truly global? – The impact of cultural adaptation on respondents' engagement

Alexander V. ShashkinOnline Market Intelligence Ltd., Russian Federation

INTRODUCTION

Global brands already know that the expansion to new geographies and cultures is challenging and its success gradually depends on the ability to understand what local people think and how they feel. Coca-Cola has a different local name in India and offers drinks with a sweeter taste in some countries of Middle East and Asia. A one-size-fits-all model is not relevant any longer and thus Unilever is successfully selling shampoo in small plastic packaging at...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands