In this episode of Now that's Significant, host Rebecca Maugham chats with Russell King, Research Director of Brand Strategy, Performance and Insights at the European telco Orange, about the challenges and opportunities of balancing local and global needs in market research, as well as understanding brand perception across diverse cultures and categories.

Here are five key takeaways from the episode

Balancing local and global needs is crucial: Global brands must cater to both local market nuances and overarching strategic goals, ensuring that research findings are relevant and actionable for all stakeholders.

Flexibility and standardization are key: While standardized methodologies provide consistency, allowing for local adaptations ensures that research reflects cultural differences and market-specific dynamics.

Communication is paramount: Open and frequent communication between central and local teams fosters trust, collaboration, and a shared understanding of research objectives and findings.

Brand perception transcends categories: Consumers often view a brand holistically, regardless of the specific product or service they are using, highlighting the importance of measuring overall brand sentiment.

Centralized platforms empower local teams: User-friendly research platforms that provide timely access to data and insights enable local teams to make informed decisions and contribute to global strategic goals.

Tune in to this episode to learn more about navigating the complexities of global market research and building a strong, consistent brand across diverse markets. Don't forget to check out other episodes of "Now that's Significant" on all major podcast platforms!

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Infotools Harmoni is a fit-for-purpose market research analysis, visualization, and reporting platform that gives the world’s leading brands the tools they need to better understand their consumers, customers, organization, and market.

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Established in 1990, we work with some of the world’s top brands around the world, including Coca-Cola, Orange, Samsung, and Mondelēz.

Our powerful cloud-based platform, Harmoni, is purpose-built for market research. From data processing to investigation, dashboards to collaboration, Harmoni is a true "data-to-decision-making" solution for in-house corporate insights teams and agencies.

While we don't facilitate market research surveys, provide sample, or collect data, we make it easy for market researchers to find and share compelling insights that go over-and-above what stakeholders want, inspiring them to act decisively.

One of the most powerful features of Harmoni is Discover, a time-tested, time-saving, and investigative approach to data analysis. Using automated analyses to reveal patterns and trends, Discover minimizes potential research bias by removing the need for requesting and manually analyzing scores of cumbersome crosstabs – often seeing what you can’t.

Discover helps you easily find what differentiates groups that matter to you, uncover what makes them unique, and deliver data points that are interesting, relevant, and statistically significant, plus see things others can’t. Add to all this an impending GenAI feature, and you have an extremely powerful, future-proofed tool.