In our practice we’re fortunate to have the opportunity to work on globally-sourced projects, as well as locally-developed initiatives. It’s a fact of life that in many verticals, Canada is an affiliate or satellite market. That means that market research may originate somewhere else, and our local clients may have little control over the buying process. We like to work with our domestic clients, and we treasure those relationships. In addition to that, we have built relationships with a number of global research providers, who often need our special expertise in developing, managing, and delivering a project in our local market. Here are some of the key things we’ve learned, that make global projects more successful, for both the global researchers, and the local brand team:
- Encourage loyal, local customers who have strong relationships with their global marketing teams to advocate for your inclusion as subcontractors – global teams like global suppliers.
- Use your local knowledge to make your global partners look good on the domestic portion of their project.
- Add value to the local team by incorporating areas of discussion that are only relevant at home – but that would be too
costly to field ad hoc.
- Negotiate to provide customized local market reports in advance of the global report – while the information is still timely
- Build trust with your global partner by going the extra mile; provide qualitative observations that identify any areas where
they may receive extra support or resistance in your home market.
Thinking globally, acting locally,
Megann and Steve