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


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...

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