Mining the International Consumer

Abstract

This paper discusses the values of qualitative research for international businesses to obtain consumer understanding for the benefit of the company and its brands in local, regional and global markets. Four core issues where the applications of qualitative research are especially relevant are examined: (1) the influence of cultural values on branding; (2) social change; (3) global campaigns vs global concepts; (4) branding and extensions. Some of the practical issues involved in the conduct of qualitative research in international markets are considered, as well as methodological approaches which are particularly suitable for different regions.