Project Underwear: Analyzing Global Consumer Expectations of Localized Content :: IMUG 2021.02.18

There is no one-size-fits-all strategy for engaging global customers - at least not a good one. Around the world, people purchasing goods and services online have very different expectations around localization. In Denmark, 92% of consumers have no problem making online purchases from an English-only website, while in Taiwan, unlocalized content will only lead to 9% of your engagements ending in a sale. In the Phillippines and Saudi Arabia, over 80% of people report that their buying decisions were strongly driven by social media influencer campaigns, whereas in Scandanavian countries, that number drops considerably. A strong localized product or marketing campaign that is successful in some markets may fall flat (or worse, lose money) in other markets.
International marketers and globalization team leaders can combine this localized consumer behavior research combined with other data on market size and complexity to make better-informed decisions on where to prioritize their localization investment. This session will review the latest data collected from an ongoing research initiative by Nimdzi Insights, codenamed Project Underwear (for reasons that will be explained). The study included thousands of study participants in over 80 countries to analyze and draw conclusions online consumer behavior. Tucker Johnson, founder of Nimdzi Insights and a long-time industry veteran, will present the key findings from this ongoing study conducted by the team of researchers led by Gabriel Karandysovsky. Attendees will walk away with not only insights into global consumer behavior, but some practical recommendations on improving the return on their international investments.
About the speaker:
Tucker Johnson has served in many different capacities throughout his career, from engineering to senior management. Jack of all trades, and master of a few... His special experience lies in on-boarding and building out large scale localization programs, supply chain governance, global team management, and advising business leaders on international strategy. Tucker is the co-author of "The General Theory of the Translation Company", a book that combines decades of experience in localization with the humor and charisma that the authors are well known for.
Tucker's is also a founder and the managing director of Nimdzi Insights, a global research and consulting company with a focus on helping world-class companies build and execute winning global strategies. Tucker works with international businesses, language service providers, universities, private equity firms, government agencies, and others interested in learning more about the intricacies of competing in today's global marketplace.
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