“Cultural bias”

“Global brand relevance”

If you work in market research in a multi-national corporation, you may use the above terms almost every day.

If you work in market research in a small US-based company serving only local markets, they may not be as relevant to you.

And then there are many of us who are somewhere in the middle, working in companies who are either considering overseas expansion or who have recently taken the plunge into foreign markets.

Chances are if you fall into any of the three buckets above, you could use some brushing up on global research and insights, because those insights may be directly relevant to you regarding the countries in which you work or will be working soon, or the insights may be more tangential but still relevant to keeping your research brain “fresh.”

If you’re the global research lead learner in your corporation (like me), it’s absolutely imperative to build those global research skills and keep them fresh. Especially if you’re not the feet-on-the-ground in those overseas markets, but still need to manage the research…which I know is the case for many of you.

That’s why I’m over-the-moon excited that there is such an international presence at TMRE this year with speakers from India, Russia, the Netherlands, Canada, Singapore, the UK, Mexico, Brazil, and more. I plan to listen, learn, and “be a sponge” of information in their sessions.

That’s also why I’m going early to TMRE to take part in the Pre-Conference Summits on Monday (11/12), particularly the Global Research and Insights track. Sessions such as “Understanding Local Culture to Build Effective Research Strategies in International Markets” given by PepsiCo Russia will hopefully give me some new insights into different overseas markets that my company works in. And that will make me a better researcher.

I hope you’ll join me at the Pre-Conference Summits on Monday, November 12th – I’d love to learn from YOU, especially if you’re doing some fascinating international research that you’d like to share!