In the age of big data, it seems as though there’s a systemized way to measure everything. Want to know how many hits you got on the company website? Go to Google Analytics. If you’re meeting sales projections? Log into SalesForce. Need to see how much progress the development team’s made? Visit GitHub. Access your …

Over the last decade, waves of technological advancements, transport improvements and communication progression have created what many call a ‘global village’. However, with the blurring of global borders, comes a swarm of cultural differences that can make or break a Customer Experience (CX) strategy. As business markets become increasingly globalised, the importance of understanding culture …

The simple adage “think like your customer” might have guided business decisions since the world’s first sale was made, but these four words are charged for companies operating on a global scale. Not only do global brands need to adapt to the rapidly evolving digitization of multiplying customer touchpoints, but in delivering their message, there’s …

As brands expand globally in search of new growth opportunities, the diverse number of buyer personas and ways to reach them rises at an exponential rate. At the same time, customers now expect relevant brand touch points to be delivered to them in real-time, and across multiple channels and platforms. The need to generate a …

Local SEO is not just for “Mom & Pop” businesses. Ever since Google’s Pigeon Update, any business can take advantage of showing up in Google’s search results for search queries that have local intent. Being visible in local search is an incredible way to attract people who are ready to buy. According to the Google Think Study …

A large mobile telecom company was looking to increase market share in the United States.  A survey of their current customers indicated that most spoke only English.  Further research revealed that in large urban areas, where major populations did not speak English, the company’s multicultural growth was stagnant. In order to engage the Hispanic market …

We are experiencing three over-arching colliding forces: increased globalization, increased localization, and increased personalization… happening simultaneously.  Even though the world feels closer, brand leaders cannot ignore the increased importance of relevant local differences and the compelling desires for personalized experiences.  How can organizations build strong brands in this more global, more local, and more personal …

The numbers don’t lie.  The changing demographics of the United States and the world are creating new markets for us to understand.  According to some, the middle class of India is larger than the entire US population.  What does that mean?  Businesses have a unique opportunity through cultural competence to learn how to interact, do …

If you’ve ever been asked, “How are you managing marketing globally?” you likely have answered with one of these typical responses: “We give our regional teams localized content, but I’m not sure how they’re using it.” “We only localize in a few languages with the marketing budget we have, so we send English content to …

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 …