Can online panels be truly global? – The impact of cultural adaptation on respondents' engagement

Alexander V. Shashkin
Online Market Intelligence Ltd., Russian Federation


Global brands already know that the expansion to new geographies and cultures is challenging and its success gradually depends on the ability to understand what local people think and how they feel. Coca-Cola has a different local name in India and offers drinks with a sweeter taste in some countries of Middle East and Asia. A one-size-fits-all model is not relevant any longer and thus Unilever is successfully selling shampoo in small plastic packaging at a very attractive price to the relatively poor population in some developing countries. Nokia adapted their mobile phones to fit the expectations of rural population in India, making them resistant to dust and mud. McDonald's has 'local' burgers in almost all markets where it operates. Engaging local consumers means becoming closer to them not only physically, but also emotionally, and thus localisation can be called one of the most important innovations of the decade.