Managing Diversity

Balancing local market sensitivity with the coherent bigger-picture

Our research is managed to be globally consistent but is also sensitive to local design considerations and to the importance of outputs that are actionable in the local market. From experience we have learnt how to adapt our questioning and analytical thinking so that pragmatic standardisation of research approach does not obscure the pieces of the local picture that really matter. At the same time, we also look to leverage similarities at the regional or global level where this can give clients an opportunity or advantage.