Global research

Merry Baskin

The global 'superbrand', generating cost efficiencies from economies of scale, is the Holy Grail of most corporations.

Global research

Merry Baskin

Merry Baskin explains how to conduct effective research across multiple markets, considering culture as well as language

HSBC Business: addressed problems of conducting research in nine markets

The commercial benefits of having a ‘superbrand’ that crosses borders, generating cost efficiencies from economies of scale, remains the Holy Grail of most major corporations. More so in a recession, when budgets are much more restricted and clients are much more interested in finding global solutions to their business or brand issues.

Consumer and B2B market research plays a vital role in helping to strike the right balance between...

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