Using Social Psychology, Anthropology, and Language Studies in Global Positioning and Messaging Development
North American and European companies tend to employ Anglo-European-Centric thinking and language to develop positioning and then “test” it as widely as they can afford. Often this testing is constructed on the basis of selecting a preferred message. In this session, we argue for an approach which builds local positioning and messaging within a global concept which will optimally connect with each cultural market.
Join us in this session as we describe how to use psychology, anthropology, and linguistics in the design, execution, and analysis of international research in a culturally appropriate and effective way.
