Cultural influences on purchase and consumption

International collaboration is key

How do I sell coffee in Hungary or pain relievers in Brazil? An ongoing challenge for marketing research is how to deal with the many differences between international and even national markets. In order to gather in-depth psychological, yet culturally unique insights, it is important to find an effective balance between research process standardisation and methodological flexibility. That way, adjustments can be made when factoring in national/regional differences.
To ensure the results are comparable internationally while still highlighting national/regional differences, all our research is built on the strong foundation of morphological market and media research. Our project managers travel to the respective countries and collaborate with local researchers to tap into their cultural expertise.
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Carsten Schneider
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