Customer Data in Global Markets

What really drives consumers’ choices around the world? Local differences influence those all-important moments of demand—what consumers need when they purchase and use products and services. Companies that excel at creating products for consumers in global markets understand three vital insights:

• One world, many mindsets. Despite decades of globalization, consumers’ mindsets remain highly localized.
• Global category playbooks are usually a myth. A common global strategy would not be wholly effective in any category.
• Context completes the picture. Although important, attitudes and demographics don’t satisfactorily explain choice unless the analysis also factors in the context in which products are used.