Conor Wilcock – The challenges of multicultural B2B research
In this video Conor Wilcock, Research Director at B2B International, discusses the challenges of multicultural B2B research, including cultural biases, and why, even though they cannot be eliminated entirely, must be accounted for.
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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