global research

Global

“Turn Left at The Big Mango Tree” – Why We Need to Take Research Out of the Big Cities

September 10, 2026 0

This article offers a fresh perspective on global market research beyond major metropolitan markets—the comfort trap of capital cities—highlighting the untapped value of rural and secondary city insights in Southeast Asia. Drawing on practitioner experiences, it reveals how urban bias can limit understanding of real consumer behavior, especially in culturally diverse and fast-changing regions. It also underscores the strategic importance of inclusive research design and adapting methodologies to local contexts. Overall, it equips researchers and marketers with a compelling case—and actionable ideas—for expanding their geographic lens. […]

Travelwise

Home 2 Home: Travel, Research, and My Hybrid Identity

June 21, 2023 0

Professor Weronika Kusek knows firsthand that while one’s physical home may change, we carry our identity wherever we go. A migrant from Poland to the United States, she discusses the complexities of living between two countries, with teaching commitments in one and extended family in another, all while conducting qualitative research. Her current work focuses on migrants in Poland, specifically on Ukrainian laborers moving into Poland. This research is led by current global events, as many Ukrainians come to Poland due to the refugee crisis caused by the Russian invasion of Ukraine. […]