As international market researchers we are the ones looking to understand, explore and dig deeper – we aim to get answers, interpret and analyse. In our own interest we need to raise cultural awareness and manage cultural diversity. Whilst cultural diversity can add tremendous value and depth to a project, it can also increase complexity and ambiguity, lead to misunderstandings or, worst case, incorrect data and results.

‘Cultural awareness’ is a hot topic in today’s globalised (marke...