Getting deeper insights into multi-cultural markets

Ron Riley

In this era of globalization, finding and then making the most of opportunities in multi-cultural markets has become a permanent challenge for the modern marketer.

Getting deeper insights into multi-cultural markets - a case study in context-rich qualitative research

Ron RileyChannel M2, United States

INTRODUCTION

In this era of globalization, finding and then making the most of opportunities in multi-cultural markets has become a permanent challenge for the modern marketer. Culturally distinct, diverse consumers are here to stay, both in immigrant populations at home and in growing markets abroad.

Context-rich qualitative research,a powerful tool in any marketing situation, is essential in most multicultural research. Properly applied, it empowers skillful researchers from any culture to achieve deep insights into any other region, country, or...

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