Sponsor Impact report work out where your data lies. Without standardisation, its much harder to make comparisons. Trying to force hard-and-fast rules for generating or using insight across multiple markets is always likely to fall short. The solution is teamwork, according to Steggals. Clients know their product or service better than anyone; we know the right questions and methodologies that will get them where they need to go; local teams understand the cultural norms; and the translations can bring it all together. But what decisions can you take off the back of local insight? What research approach is going to shape your decisions? What risks are brands taking if they fail to localise? For researchers in the UK, in particular as they ponder the countrys new role on the world stage the ability to respond to the whole worlds local issues might be invaluable. Despite everything, it does still feel like the world is getting more global, not less, says Blades. The need for insights on global products, services and brands is still accelerating, especially in the digital space. Weve never really bettered think global, act local as a touchstone. Deep localisation of insight: mission-critical or mission impossible?? Starbucks has 31,000 retail locations a widescale reshaping of global persuading) clients to relieve those world. Maybe thats why I didnt think clients increasingly complex to decide where the burden of spanning the four corners of our twice in Valletta, Malta, last year when I noticed the global chain had set up shop on the historical waterfront. What did catch my eye, though, was the Specials billboard. Its proposition was vastly different from the Starbucks next to our hotel in Sliema, less than a mile away. It had been tailored to a different location, history and, apparently, clientele. Localisation of marketing on this level is not revolutionary, especially in the highly visible fast-food and drink industry (look no further than McDonalds), and the pandemic has accelerated this shift by intensifying localisation requirements across all sectors. Generating insights that are rich enough to inform the increasingly preferred local-overglobal approach to strategic community level. What is unprecedented, however, is localisation based on knowledge, skills and process. During the course of the clinic, we 1. Strengthening client relationships required at all levels of research. These include methodology, content, cultural nuances, salary bands, education levels, the gender question, regionalisation and adjusting for acquiescence skew/bias across markets to name but a few. In October 2020, Empower held the meaningful dialogue around the brands that do not engage on a local and actions required for deep the multitude of adjustments markets is no mean feat considering 2020 People Pulse survey identified global markets increasingly penalise responsibility lies for desk research produced several solutions for first insight localisation clinic for how consumers across a number of pressures, research teams also need decision-making across multiple consumer expectations of brand localisation. Indeed, Hall & Partners 28 research processes to support global researchers, to have barriers to generating much-needed, deeply local insights. We identified the luxuries that are not easy to come by in research: more time and more money. Yet, before working with (or reshaping global research, including: through expertise and engagement with the end goal of the research 2. Establishing standard operating procedures that make clear from the outset with whom the responsibility lies for various localisation aspects, including desk research and content localisation 3. Developing a centralised demographics catalogue containing salary bands, education levels, and so on, per market, to ease the burden of desk research. Ruth Partington is chief executive of Empower Translate