[Video] Our Approach to Multicultural B2B Research

Multicultural b2b research is important as businesses of different sizes, industry sectors and geographies act and think differently. With multicultural research, however, comes cultural bias. It is these cultural biases that make multicultural research challenging.

In our latest video, Research Director Conor Wilcock explains how B2B International approach multicultural b2b research and how we understand and account for any cultural biases that may exist.

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