Running global Customer Experience studies provides both better value for money than individual country studies, and a degree of standardisation across markets. However, their validity remains at risk from an age-old research problem: cultural response bias. We welcome Fiona Moss, Director in our Ipsos CX Global Analytics team, and Bharath (Vijay) Vijayendra, Head of Analytical Services in our US Ipsos CX business, to Customer Perspective.  They take us through their recently published paper, explaining the impact of cultural bias on response – and what to do about it, to ensure the right actions are taken.
To read a copy of the paper: https://www.ipsos.com/en/when-difference-doesnt-mean-different-understanding-cultural-bias
Head to https://www.ipsos.com/en to find out more about Ipsos, or get in touch with us at CustomerPerspective@Ipsos.com.
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