The Global Brand

Global Success

Make sure you understand the business issues and implications of the research from the outset and design the study to ensure the findings relate back to them.
Estimate time appropriately. Even a relatively consistent global project will require significantly more time to execute and interpret than the equivalent local study.
Global projects are invariably complex and strong execution is critical to success. But that does not imply complete standardization. Make sure you have the right balance between global standardization and local adaptation.
Research results will differ due to differences in methodology and culture. Anticipate the analytic approaches that will be needed to make sensible cross-market comparisons, e.g. indexing, normalizing and comparison to key competitors.
Make sure you enlist the help of your local team where the research is to be conducted. Ensure that they contribute to both design and interpretation. Local knowledge is critical to ensuring a proper understanding of context and relevance.
Clearly and concisely articulate the findings. Provide recommendations and ideas on execution (where appropriate). Be willing to provide your own point of view based on the findings.