MediaCom sets eye on large-scale research on consumer behaviour

Media agency network MediaCom has partnered up with The Hofstede Centre, the premier global centre for cross-cultural research, to update the ground-breaking research carried out by Dutch social psychologist, Geert Hofstede.

The agency claims it is the first time the updated results will reflect the impact of a multi-platform digital world.

This will give multinational advertisers insights on how different cultures and countries respond in different ways to content and media – relevant at a time when brands are increasingly needing to get the balance right between global efficiency and local effectiveness.

The largest study of its kind, this update will survey over 60,000 consumers across 52 countries in partnership with Lightspeed GMI, part of Kantar Worldwide.

Once complete, the updated Hofstede dataset will represent the most comprehensive cross-cultural project ever devoted to national culture, with MediaCom owning the exclusive rights to apply the new data in the field of marketing communications.

The first set of data is expected to be published in May 2016, and will subsequently be incorporated into MediaCom’s bespoke planning process and tools.