Or think about the Singapore WhatsApp group called Homework Gods, which bails out parents or students stumped by an assignment. Just take a picture of the problem, share it on the app, and an on-site “homework god” will give you the answer for a nominal fee. This is an innovative way of providing a service using an already established medium.
In the same way, we must also be mindful of market segments that have distinctly local flavors. While one contingent may have a preference for certain types of mobile apps or ways of communicating in one region, they may use their cellphones or smartphones very differently elsewhere.
Research Globally, Reward Locally
Consumer insights experts face the same challenges when working at a global scale: how to leverage the growing oneness and similarities across platforms and segments while not losing sight of make-or-break local differences.