As a market research professional, I’ve conducted qualitative and quantitative projects in over 25 countries over the past couple of decades.  In addition, I’ve been involved in projects in the United States that have had more than their fair share of multicultural components.  Doing research in Miami, for instance, involves talking with people who might …

It’s ‘Open Mic’ night! In this packed-out session, we have 16 global brand, marketing and business experts – each sharing their insights on what it takes to achieve success on the global stage… – – – – – Colin Strong @Colinstrong Head of Behavioural Science at Ipsos www.ipsos.com Forge Data-Driven Experiences We now live in …

There are many opportunities for online retailers in the connected age.  The whole world can browse your catalogue at the click of a button.  If you can take a payment and fulfill the order, then you can reach a truly global audience.  And yet, developing a strategy to sell effectively into different international marketplaces requires …

Digitalization brings customers ever more quickly and closely to products and services, and therefore, to those who are responsible for crafting engaging experiences.  It is about beating the competition and winning a race.  The start line must be painted with customer centricity.  The finish line has to deliver on aspirations reflecting how customers breathe, live …

In the developed world, we’ve grown accustomed to associating the word “innovation” with the latest high-end technologies: more personalized apps; denser, more vibrant clusters of pixels; smarter cars.  Some of these innovations are premium enough to be exclusive to a select few, and while others remain free to the masses, they are all indisputably luxuries: …

Once upon a time, I was scoping out a global site redesign project for a large client. I asked them what their global content and communications strategy was, so we could make sure our approach to site content fit into that structure. The client proceeded to tell me how they would need a process for …

For centuries, translation was first and foremost a form of art. The translator Artists would labor not just for days, but often years, to breathe life into their work and make it as captivating (or more so!) as the original. Then, in the 20th century new forces challenged this status quo: Personal computing – The …

Thinking about simplicity in complex situations is not considered the norm. It may even sound contradictory or risky. However, keeping experiences as simple as possible is a critical success factor in digital globalization. It enables both global business leaders and customers to make the most out of their time and money. On the one hand, …

As a brand marketer, you pay attention to every detail of expressing who you are to your customers: the messaging used to convey your value proposition, the tone of voice employed to deliver that message, and the colors, iconography, and imagery you’ve developed as a visual representation of your value. In sum, you’ve created a …

What happens when all the data is delivered, we’re all tooled up with the same technology, and the fight for the attention and retention of end-users is ever more intense? Who are the differentiators when customers are increasingly immune to the jarring jargon of brand ‘push’ strategies or buying ad blocking brand barriers? These are …