The internet; it’s accessible from various places in the World. It covers 78% of North America, 63% of Europe, 27% of Asia … It brings people from several countries to one place - the online world. It’s truly international. It’s global. Since different nations come together on the internet, does it matter that we are all different? How important is it to be culturally sensitive online? Can there be culture clashes on the internet?

Today we access the internet on a smartphone, tablet,...

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...