Today, we kicked off the tracks in Transformational Industry Leadership with Kalindi Mehta, Associate Director, Insights, Colgate Palmolive speaking about Becoming a Truly Global Insights Expert at the Market Research Event. Colgate reaches 65 of households in 2/3 of the world, most penetrating brand, according to Kantar.
There is no one global innovation approach across the board. Every market is different. However, there are universal truths and similarities, not everything is different.
There is a segment that wants shiny, beautiful hair, or that will do everything/anything for their kids, all over the world. Home care and germ prevention are universal. Across the younger market every one has fresh breath concerns.
Colgate launched a Colgate 360 Toothbrush that was promoted globally. Animation helped, they used a child in awe of his elder/hero story line, which is a universal trope.
While in a hair care campaign they used different models/hair, featured ingredients in each market campaign execution.
The key is to have global IQ, as well as EQ or emotional quotient, you have to be able to grasp cultural and local drivers, behaviors, and habits. This must be audited every five years.
You must understand the ins and outs of every day, ordinary life as well as buying behavior.
Sources of cultural coding for Colgate:
- World Values Survey
- Cultural Wizard
- GFK Values Survey
You must look at ways of communication and also identifying influences in that market as well.
Build empathy in your global markets you must personally experience life inn these markets
ABOUT THE AUTHOR
Formerly a senior copy editor at Thomson Reuters, a research editor at AOL, and a senior web publicist at Hachette Book Group, Valerie M. Russo is editor at large of The Front End of Innovation Blog, The Market Research Event Blog, The World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at firstname.lastname@example.org or @Literanista.