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Our first-ever Global Relevance Review reveals what drives relevance for brands in 13 markets across the globe. In partnership with the University of Southern California Annenberg School for Journalism and Communications, we studied 13,000 people in 13 markets on four continents. The research covers several communications macro trends and includes a deeper look at three categories that touch billions of lives every day: automotive, personal banking and social media.
But we know that big data only tells part of the story. So we paired our global study with some small-town intelligence. We focused on two small towns that took everyone by surprise with populist movements in America and England: Seymour, Indiana (the crossroads of America and hometown of John Mellencamp), and Preston, U.K., more than 200 miles northwest of London This ethnographic approach is how we study cultural phenomena – and it’s a qualitative, deep dive into the lives of people who represent it.