Research/Consumer Ingishts: Starcom MediaVest Group, Global Sensing Investigations
Operating like a “news network,” Starcom MediaVest Group’s Global Sensing Investigations integrates the local and regional perspectives of more than 125 “human experience strategists” in 35 countries, thinking in unison about the same consumer-centric topics. Each investigation is fielded over two weeks yet represents hundreds of hours of material and thoughtful consideration that can only be seen through the nuance of real life examples and local culture. By aggregating the local perspectives, the SMG team mines the universal insights that run across them. For example, in exploring the impact of cars from one culture to the next, SMG found a global truth: That people never forget their first car and rarely achieve the same emotional connection again with another car. Since its launch, SMG’s Global Sensing Investigations method has processed insights across an array of key topics and audience segments, including how mothers congregate in communities around the world and the importance of sampling the cultural value of food for young adults.