Let's talk about large-scale international research. It seems like - globalisation, unification... Why do we need studies in 10 regions of the world? Now it seems that all the cultural differences have been smoothed out due to mutual incorporation of cultures. What difference does it make? The average person, whether in the States or in Europe, still eats, drinks something, entertains himself somehow, serfs the Internet, watches something. So maybe it is enough to do a small test in the place where the product is made and not bother anymore - the reaction of consumers anywhere in the world will be the same anyway?

Our experience with global brands shows that there is always value in studying each specific market.

For example, Russians have a particular attitude to their own image. It is a proverbial thing to buy a high-status car on credit and then eat instant noodles for a long time. Buying schoolchildren the latest model of a flagship smartphone, so that no one would think that we are being cheap on children. Of course, such specifics have to be taken into account when promoting your brand in the local market.

Incidentally, it also affects the requirements for research participants. For example, according to the hypothesis of a high-end brand of decorative cosmetics, the income of typical female consumers was supposed to be high (definitely above average). But reconnaissance revealed that young ladies with quite average income don't skimp and buy luxury cosmetics and are well versed in the world's top brands. No, not really - they buy expensive lipstick. And eye shadow of, for example, quite mass-market brands. Why? Because the eye shadows are an intimate thing, they are being put on at home, they are not shown to strangers. Lipstick is another thing - it's with you, in your purse. You can show off to your girlfriend, let the gentleman know that you deserve more, and in the ladies' room, you can put make up on proudly.... No, it's not about saving money, it's about prestige, status and showcasing the goods with your face, literally.

This, in turn, leads to a deeper reflection on the subject of social consciousness. It turns out that, despite the declarations of triumphant feminism, gender equality and so on, the traditional perception of women's role still prevails in Russia. But this is not a question of marketing specifically, this is something to think about and to philosophise about.

So, back to luxury cosmetics. Research into the local market has enabled the brand to adjust its view of the typical consumer and to make the launch of the new product on the market more realistic and in line with the actual needs and expectations of real female customers. The characteristics of the target group also adjust the preferred channels for purchasing and promoting the new product.

A small digression from the topic - it would seem, as a researcher, it would always be interesting to write the guide yourself, to compose the questions, knowing the specifics of the market. But getting a guide developed by other researchers who work in their regional markets is also interesting because the questions themselves allow you to understand the hypotheses that the customer is starting from. Of course, when you have been working in research for a long time, you get a bit "sobered up" and some questions become mundane, not very interesting. For example, here is the consumer behaviour in relation to wireless headphones. What is interesting here? Probably they listen to music or talk on the phone. Well, what else? A foreign colleague in the guide asks - do you watch movies? What kind of films? Do you watch videos? What kind? And do you make videos yourself? And right away the angle of perception changes. You think - God, what an interesting, multi-faceted product these headphones are! And when respondents start answering, the whole universe opens up! And so many interesting things you can think of based on this information!

The conclusion is that despite globalisation and the incorporation of cultures, every local market retains a uniqueness that is worth exploring before launching a brand or product into the market. In addition, interest from the outside gives us the opportunity to rethink everyday reality and appreciate facets of it which we do not pay attention to in everyday life.

Belousova, A.