March 5-6, 2019

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What Urban Mobility Has Taught Us About Countries, Cities, Culture and Context

Room 5 | 9:15-9:45 | Tuesday, March 5, 2019

Geert Hofstede’s work is a seminal academic reference, highlighting six cultural dimensions of national cultural identity. But are these really practical in day-to-day commercial data collection and insight generation? And do they get to the bottom of explaining customer behaviors?

Kadence’s vast experience in international research has given us a unique insight into “Data from the Frontline” and we’ll highlight how gathering reliable, accurate data around the world relies on an understanding of local geography, climate, religion, history and socio-economic trends. With anecdotes and stories from our years on the frontline, we’ll let you in on the secrets of best practice data collection approaches.

Supporting this further, we’ll be referencing findings from our ground-breaking proprietary study into global urban mobility (with 5,000 responses across nine countries and 10 cities – including New York City and Los Angeles as well as London, Berlin, New Delhi, Tokyo, Shanghai, Hong Kong, Jakarta and Singapore). We will highlight how context needs to be considered at an even more nuanced level – including city identity, infrastructure, local semiotic interpretations and culturally contingent lexicons.

Finally, we will highlight that despite the imperative for local understanding, universal human truths are not a myth – particularly in the field of urban mobility. For instance, poor standards of passenger etiquette have emerged as a key unifying pain point amongst commuters in our study – but needless to say, the behaviors which are deemed locally appropriate and civil differ greatly between New Delhi and New York!

By highlighting the values, behaviors and motivations that unite people from all backgrounds, all around the world, we’ll show brands that it’s possible to develop compelling, universal messages around these unifying themes – and the importance of then localizing them to deliver an authentic and intimate connection between brand and consumer.

Presentation type:

  • Research Report

Subjects covered:

  • Global/international research


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