HOW DOES LOCAL KNOWLEDGE DRIVE GLOBAL RESEARCH SUCCESS?
July 2024, by MM-Eye
When research agencies carry out global projects, local partners often remain the unsung heroes. Their important on-the-ground expertise is essential for a successful project. At MM-Eye, we recognise the instrumental role these experts play, particularly as we expand our qualitative projects into diverse regions such as Africa, Asia and the Middle East.
The way we conduct global research has evolved significantly over the past 15 years, moving away from a global top-down strategy toward more meaningful engagement with local teams. This evolution has been important in ensuring we provide our clients with insights that take account of the emotional and cultural fabric of each market, ensuring our research is globally consistent and locally relevant.
The Power of Local Expertise
Our partnerships with local researchers and agencies across various countries have enabled us to tap into deep cultural insights and consumer behaviours that would be otherwise inaccessible. These collaborations allow us to understand the unique characteristics of each market, from urban centres to rural areas, providing a comprehensive view that informs our clients’ strategies.
A Collaborative Approach
Some of our most important projects involve direct collaboration with local teams. These teams play a fundamental role in determining how our clients communicate with consumers in meaningful ways. We leverage these local insights to provide clients with insights to tailor marketing campaigns and reflect the specific needs of the markets they operate in, preferences, and cultural nuances.
We essentially balance universal brand values with market-specific opportunities, offering an edge in varied markets.
Voices from the Field
To bring these insights to life, we incorporate voices from the field— we work all over the globe, and our local partners in markets such as Africa, Asia, and the Middle East share their firsthand experiences and observations. Their invaluable contributions are important in adapting the relevance of our insights to specific markets, ensuring that our clients can make informed decisions that provide a global fit while being locally made.
Our Role and Perspective
At MM-Eye, we pride ourselves on our ability to integrate global consistency with local relevance. Our role is not just to gather data but to interpret it through the lens of local expertise, providing actionable insights that drive strategic decision-making. We believe that the future of global research lies in this collaborative partnership with local experts, allowing us to navigate the complexities of diverse markets effectively.
As we continue to expand our research initiatives in Africa, Asia and the Middle East, we remain committed to leveraging the invaluable expertise of our local partners. In embracing the power of local expertise, MM-Eye ensures that our clients understand and connect with their target audiences in meaningful ways.
If you are interested in learning more about our global research capabilities, contact us today at info@mm-eye.com or use the form below to book a consultation.