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Conor Wilcock – B2B International's approach to multicultural research

2nd June 2016

In this video Conor Wilcock, Research Director at B2B International, outlines B2B International approach multicultural B2B research and what makes it so interesting.

Conor Wilcock is a contributor to The Market Research and Insight Yearbook. His chapter, Understanding and Accounting for Cultural Bias in Global B2B Research, acknowledges that while cultural bias is almost impossible to completely eliminate in B2B research, researchers must account for it when working with data.

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