グローバル市場における顧客データ

消費者の態度やニーズ、行動は、現地の実情の影響を強く受け、常に変化しています。こうした事実に目を向けないと、成長戦略の成功は望めません。BCGのグローバル市場での豊富な顧客データの蓄積は、世界の消費者市場で勝利をおさめる戦略を策定するために必要なインサイトを得る助けとなります。

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What really drives consumers’ choices around the world? Local differences influence those all-important moments of demand—what consumers need when they purchase and use products and services. Companies that excel at creating products for consumers in global markets understand three vital insights:

  • One world, many mindsets. Despite decades of globalization, consumers’ mindsets remain highly localized.
  • Global category playbooks are usually a myth. A common global strategy would not be wholly effective in any category.
  • Context completes the picture. Although important, attitudes and demographics don’t satisfactorily explain choice unless the analysis also factors in the context in which products are used.

How BCG Helps Clients Leverage Customer Data in Global Markets

How can companies gain insight into the local realities shaping responses to their offerings—and devise effective strategies for succeeding in the global consumer market? That’s where BCG’s global customer data consulting expertise comes in.

Consumer Sentiment Research. The research provides our clients and businesses around the world with periodic readings of consumer sentiment, as well as actual and anticipated consumer behavior and spending, to inform our clients’ planning and decision making. This in-depth survey of consumers across multiple countries is conducted in partnership with coding and sampling provider Dynata, the world’s largest first-party data and insights platform. Our Consumer Sentiment Research covers more than 40% of Fortune Global 100 companies across diverse industries.
Global Drivers of Consumer Choice research. We’ve built a state-of-the-art database showing how 64 local contextual factors, 56 attitudes, and 11 demographic characteristics are shaping consumers’ needs and thus their purchase and consumption behavior—across 13 product and service categories. Currently encompassing more than 50,000 consumer interactions in 18 countries, the research will give companies an even more powerful set of global customer insights to use in creating products for consumers in global markets.

Our Specialized Research

Our Proprietary Tools For Customer Data in Emerging Markets

In addition to our research, we deploy sophisticated AI-based tools to bring together huge volumes of data that help decision makers understand how consumer behavior in global markets is changing.

グローバル市場における顧客データ 最近の論考など

グローバル市場における顧客データ エキスパート

BCGのグローバル顧客データ・コンサルティングチームは、世界各地のあらゆる業界・セクターで活動しています。それぞれのクライアント・プロジェクトにおいてBCGコンサルタントは、深い業界経験と、グローバル顧客データ・マネジメント、消費者ニーズ、グローバル市場での消費者行動、グローバル顧客データ・プラットフォームなどのテーマについての包括的な知識とを組み合わせて支援します。

Managing Director & Partner

紀平 啓子
Keiko Kihira

Managing Director & Senior Partner
東京オフィス

Managing Director & Partner

Ben Eppler

Managing Director & Partner
Denver

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