Using pictures to measure emotions and cultural values

Oct 23 2017 Published by neilgains under culture

Global brands are facing more and more competition from local brands, even as they spend more on their marketing efforts and create greater efficiencies in their supply chains. While local brands have many advantages from being on the ground in their markets, perhaps their biggest advantage is their local cultural capital. Read more »

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Global or Local: Do global tools always provide local insights?

Mar 31 2016 Published by neilgains under culture

As the StoryWorks Visual Think cards have been developed and used over the past two years, one of the most common questions from clients and collaborators is about the cross-cultural suitability of a set of standard images. Is it important to have locally adapted stimulus to capture local cultural insights?

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Cultured Marketing

Jul 06 2011 Published by neilgains under culture

Cross-cultural differences

I’ve written previously about the importance of understanding cultural context to interpret human behaviour and there has been extensive research on cross-cultural differences, especially in the workplace.  Edward Hall was one of the pioneers of such work, and was the first to focus on the context sensitivity of different cultures, comparing high-context cultures such as Japan with low-context cultures such as the US and UK.  In high context cultures, he found that there was often little need for much written or oral information as individuals were heavily socialised and sensitive to contex, whereas individuals in low-context culture require much more background detail in order to interpret information.  Visual communications without verbal information can work very effectively in high-context cultures because of such sensitivity. Read more »

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