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Defining the global by uncovering the local

How can holistic global insights be developed from connected local studies? This was the question addressed by STBY (UK & NL) at GOOD’11, via a series of recent case studies all somehow based upon this principle. Analysing this issue via case studies will allowed STBY to present a client-side perspective, looking at those issues organisations face when attempting to┬álearn from local consumer behaviour (and the local culture influencing it).

Their experience managing such projects via the Reach network meanwhile allowed them to discuss in detail the ‘network company’ model. This has proven capable of developing high-quality, cost-effective results in a manner far more agile than the traditional model of global research (i.e. that employed by multinational firms with various local offices). They be demonstrated how projects can be intimately tailored around specific circumstances, and how making use of local expertise means the nuance of local insights is never lost in translation.

As well as going into nuts-and-bolts detail about the processes such work involves, STBY’s talk also took a step back to look at some wider issues. What exactly is ‘local’? And how can both contextual (external factors influencing behaviour) and cultural (internal factors driving routines and preferences) insights be identified, presented, and leveraged into meaningful opportunities?

These questions are at the heart of any successful global project; examining them via real-world examples showed how theory can be put into practice.