While data alone can provide valuable information, true insight often goes beyond the numbers and advanced calculations – it requires a deeper understanding of the respondents’ context, underlying motivations, and “culture” – not to mention knowing how to go about getting the data in the first place.

The world around us is constantly changing. Some changes occur quickly, and others evolve over time. Some have a small effect on a select group of people and others cause seismic shifts for almost every person and business.

Marketing Research Article: Global Segmentation, Given cross-cultural differences in scale usage, marketing research analysts have developed ways to adjust survey responses, so values mean the same thing

The strategic implications of the Internet are far reaching—for global commerce, for global marketing, and for global marketing research.