New Research Provides Better Way To Measure Global Market Potential

What market-research companies can do with method is arrive at a more valid idea of the potential market for a product in different countries. People in other countries, particularly those that value community over individuality, aren't so free and certain in expressing their beliefs. They're less likely to say what they really think if doing so causes them to break with social norms. Corporate marketers don't have the luxury of cheap, captive subjects. Every question they ask and every consumer they survey costs them more.