4 steps to crafting an offering that resonates across Cultures
In today's interconnected world, creating a product or service that transcends cultural boundaries is essential for any business aiming for global success. However, achieving this requires a strategic and practical approach.
From our London market research hub - 4 key steps to having brand appeal across cultures:
1. Embrace Cultural Diversity:
We must begin by recognising and appreciating the diversity of cultures and languages worldwide. This one seems obvious, but we’ve seen some clangers in our time – including testing a name that sounded awfully like something you’d find down the toilet in Germany, or comms that unknowingly offended key cultural sensitivities. So, be sure to look up and out of the ivory tower and remember that what works in one cultural context may not necessarily work in another. Take the time to research and understand the values, beliefs, linguistics and preferences of your target markets across different regions.
2. Conduct Comprehensive Market Research:
We would say this wouldn’t we? But thorough market research is vital for gaining insights into the needs and expectations of diverse cultural groups. Be it surveys, focus groups or data analysis, understanding consumer behaviour and market trends in various cultural contexts is key. But more than this, UX testing across diverse markets and cultures is essential for identifying areas for improvement. And while you are there, design a cultural immersion programme for yourself and your stakeholders so cultural insight has a sensitive place to land.
3. Adapt and Localize:
A global offering with global strategy is one thing, but being able to customise your offering to be locally relevant is vital. This may involve adjusting features, pricing, packaging, and marketing strategies to align with local preferences. And remember, when thinking about copy, it is all about transcreation not translation.
4. Foster Cultural Collaboration:
Encourage collaboration and input from team members or partners who have cultural expertise or insights. Embracing diverse perspectives within your organization can help uncover valuable insights and ensure that your product resonates authentically with diverse cultural audiences.
Building a product that resonates across cultures requires a thoughtful and adaptable approach. By embracing cultural diversity, conducting thorough research, designing with sensitivity, testing and iterating, adapting to local contexts, and fostering cultural collaboration, you can create a product that appeals to consumers from diverse cultural backgrounds.
So, are you ready to create an offering that is global, yet local?
Are you ready to be known as the brand that ‘gets us’? Get in touch to talk to us about how we can design and deliver international insight and market research excellence directly into your organisation.
info@welivecontext.com