Despite the push against globalisation, market research should continue to be global

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 02, 2020, 5:39 PM UTC

Budget constraints have forced brands to narrow their focus.

The pandemic has compelled market research organisations to offer a “stripped-down, streamlined approach” that can offer quick insights in a small amount of time. It has also forced brands to shrink their focus to their core markets.

But, this piece argues, brands need to start expanding their horizons again and look into how the pandemic has impacted the international order. Having a multi-country perspective can help researchers sift localised consumer behaviour from universal consumer behaviour.

With people becoming more comfortable with online interactions, conducting research has become easier. Companies, which invest in research now, will be better placed to benefit in both the short and long term.

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[4 minute read]