Global Village, Global Jungle: 7,000,000,000 Consumers - There Is No Market Like the Global Market!

This presentation argues that globalisation is increasing the contribution of Insight professionals to strategic marketing decisions for international brands as well as making their job more difficult.

Global Village, Global Jungle: 7,000,000,000 Consumers - There Is No Market Like the Global Market!

Melanie HowardFuture Foundation, United Kingdom

INTRODUCTION

The starting point for this paper is to explore two parallel questions through the results of recent research conducted by the Future Foundation, an international trends and insight consultancy established in 1996. Firstly, what should the future role of insight be in organisations aiming to compete effectively in the global economy and secondly, how can Insight professionals use the multiplicity of sources and research available to make sense of the complexities of the global jungle, in order to...

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