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