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...