Complete Story


Navigating a Diverse World of Consumer Mindsets and Choice

Understanding commonalities to simplify a diverse world

As companies explore the world for new sources of growth, many search for commonalities that can simplify a complex and diverse world. Typically, companies organize their efforts by regions or by market segments, such as developed and emerging. Or they look for nations that share cultural roots. They then assume that strategies that succeed in one country will succeed in seemingly similar consumer markets.

But are these the right ways to find like-minded consumers? We asked ourselves: What if we were to gain an understanding of consumer mindsets around the world?

Would we discover clusters of markets that bunch together due to geographic proximity, for example, or income levels or cultural roots? Are there stereotypes that can be confirmed or dismissed?

Please select this link to read the complete article from BCG.

Printer-Friendly Version