For its GXL media panel, GfK is using standardized meters, a unified taxonomy and centralized data processing systems to develop truly comparable data across 10 countries. And in our global point of sale (POS) panels, we use a single system to code hundreds of attributes of consumer electronics products and various other products in dozens of countries, allowing global manufacturers or retailers to see at a glance which sales trends are truly worldwide.
On the other hand, researchers also need to be mindful of crucial local differences. For example, the research firm Netquest (a GfK subsidiary) has a consistent survey engagement app installed on cellphones and smartphones in a number of Latin American countries (think about the consistent user experience environment that can be created to boost consumer involvement). However, when it comes to providing incentives for engagement, Netquest customizes the reward options for individual countries, focusing on what is more likely to be valued in a particular country or region.
So, returning to the question we started with, whether to focus on global or local for marketing and research success, the answer is truly, “Yes.” Affirm the best that each has to offer; do not lean too heavily on global sameness, but also be wise about the time you spend tailoring to local markets. Getting the balance right may be a years-long experiment, but knowing that this fine-tuning can pay huge dividends makes it the essence of due diligence for global marketers.
For its GXL media panel, GfK is using standardized meters, a unified taxonomy and centralized data processing systems to develop truly comparable data across 10 countries. And in our global point of sale (POS) panels, we use a single system to code hundreds of attributes of consumer electronics products and various other products in dozens of countries, allowing global manufacturers or retailers to see at a glance which sales trends are truly worldwide.On the other hand, researchers also need to be mindful of crucial local differences. For example, the research firm Netquest (a GfK subsidiary) has a consistent survey engagement app installed on cellphones and smartphones in a number of Latin American countries (think about the consistent user experience environment that can be created to boost consumer involvement). However, when it comes to providing incentives for engagement, Netquest customizes the reward options for individual countries, focusing on what is more likely to be valued in a particular country or region.So, returning to the question we started with, whether to focus on global or local for marketing and research success, the answer is truly, “Yes.” Affirm the best that each has to offer; do not lean too heavily on global sameness, but also be wise about the time you spend tailoring to local markets. Getting the balance right may be a years-long experiment, but knowing that this fine-tuning can pay huge dividends makes it the essence of due diligence for global marketers.
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