Multi-Cultural Research From The Client Side To The Supplier Side
Garrett McGuire, who has recently joined Quester as our Vice President of Product Marketing, shares his thoughts on understanding culture. Garrett has transitioned from the research client-side to the research supplier-side, and has used multicultural research in the retail sector.”As a corporate researcher for a multi-billion dollar retailer, I understood the importance of our localization initiatives. If executed properly, it would be a win for us and a win for our consumers: we would win their love, and they would have a comfortable place to go for their specific needs. The key to a successful execution of a localization strategy is the comprehensive understanding of a culture. Not just demographics, but also their needs, their wants, their motivations and their aspirations. It’s not only understanding who they are, but also who they want to be; not only what they currently have, but also what they want. Quester has a unique advantage over other research organizations in that hundreds of interviews can be conducted online or mobile, in a variety of languages, with the expertise of linguists who can expose the true meaning of what people are saying. Most importantly, Quester seeks a well-rounded comprehension of people as people before people as consumers; this simple fact is precisely why I joined this team.”Learn about Quester’s new mobile capabilities and the impact on multi-cultural market research.