Cross Cultural Consumer Research Impulseriot Voyage

Why Cross-Cultural Consumer Research Is the Backbone of Global Brand Strategy

By @thecrossculturalconsumerwire

I have spent the better part of the last decade working with brands that want to cross borders. Some of them come in with a product that kills it in Portland but flops in Paris. Others have a campaign that resonates in São Paulo but confuses customers in Seoul. The one thing that separates the successes from the failures is almost never the product itself. It is how well they understand the people on the other side of the map. That understanding does not come from translati