I used to think local and global market research were basically the same thing, just with a bigger map. Then I worked on a project where we tried to reuse one country’s findings everywhere, and it backfired. That’s when it clicked for me: local research is about depth and context in one market, while global research is about pattern-spotting and decision-making across multiple markets at once.
When I do local market research, I’m trying to understand the “why” behind behaviour in a specific place. I want the local language, local references, local competitors, and local buying journey. It’s the best approach when you’re already operating in that market and need to improve performance, like fixing a drop in loyalty, refining your pricing, or optimising your retail experience. Local research is usually where the most actionable cultural details show up, because you can afford to go deeper into the context.
Global market research is different. I use it when I need to compare markets, choose where to invest, or build a strategy that will work across regions. It’s less about one perfect story and more about structured comparison. The trick is designing it so the results are comparable, without forcing every market into the same box. Global work often includes a shared methodology, shared metrics, and a central framework, with local adaptations where necessary.
Here’s a simple way I decide which I need, using three quick questions:
1) Is my decision country-specific or portfolio-wide? If it’s one market, go local. If it’s where to expand next, go global.
2) Do I need cultural nuance or cross-market comparability? Local gives nuance. Global gives comparability, if designed well.
3) Am I learning or choosing? Local often supports learning and optimisation. Global often supports choosing and prioritising.
A practical hybrid approach I like is “global first, then local deep dive.” I’ll run a global scan to identify top two or three markets, then do deeper local work in those finalists. It saves money and improves confidence.
For a comprehensive overview, you might want to look at this link.
Before I forget, the biggest mistake I see is treating global research as a spreadsheet exercise. The best global work still makes room for local reality.
