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This chapter explores how international marketing research (IMR) is evolving in emerging digital economies—focusing on the Gulf States, China, and India—to balance technological innovation with a deep understanding of cultural and human dimensions. Drawing upon the Resource-Based View, Contingency Theory, and the Technology Acceptance Model, the analysis explains why market-specific research methods must adapt to local conditions. Through case studies and in-depth interviews with 15 industry professionals, the chapter demonstrates how AI-driven analytics, voice-based surveys, hybrid approaches, and integrated digital ecosystems can unlock unparalleled insights into rapidly transforming consumer behaviors. Each case reveals that while cutting-edge data tools extend research reach and granularity, cultural context, privacy considerations, and ethical safeguards are paramount. The chapter ultimately presents a forward-looking framework for IMR that synthesizes big data and human insight—offering researchers, practitioners, and global brands a roadmap for navigating complex, fast-changing markets without losing sight of the people whose decisions and motivations underpin all marketing research.

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Bridging Bytes and Behaviors: Human-Centric Research in Emerging Digital Economies

  • 会议论文

  • 发表日期：

    2025年

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  • Nicos Rossides

摘要

This chapter explores how international marketing research (IMR) is evolving in emerging digital economies—focusing on the Gulf States, China, and India—to balance technological innovation with a deep understanding of cultural and human dimensions. Drawing upon the Resource-Based View, Contingency Theory, and the Technology Acceptance Model, the analysis explains why market-specific research methods must adapt to local conditions. Through case studies and in-depth interviews with 15 industry professionals, the chapter demonstrates how AI-driven analytics, voice-based surveys, hybrid approaches, and integrated digital ecosystems can unlock unparalleled insights into rapidly transforming consumer behaviors. Each case reveals that while cutting-edge data tools extend research reach and granularity, cultural context, privacy considerations, and ethical safeguards are paramount. The chapter ultimately presents a forward-looking framework for IMR that synthesizes big data and human insight—offering researchers, practitioners, and global brands a roadmap for navigating complex, fast-changing markets without losing sight of the people whose decisions and motivations underpin all marketing research.