Harmonizing Multi-Country Study Results Using Simulation

How Modeliq Helped a Global Brand Normalize Disparate Market Data for Better Global Insights

The Challenge: Disconnected Insights from Diverse Global Markets

A multinational consumer goods company was preparing to launch a new personal care product across five continents. They had commissioned a large-scale, multi-country research study using both internal and external sources to evaluate consumer preferences, brand perception, and purchase intent in 17 countries — including the U.S., Brazil, Germany, India, China, and South Africa.

Despite robust sampling and localized fieldwork, the client encountered a common pain point: inconsistent data comparability across countries. Differences in cultural context, question interpretation, scale usage, and respondent behavior created analytical friction.

• Mean scores varied widely even in similar markets.
• Response distributions appeared skewed despite solid sample integrity.
• Local teams flagged diverging interpretations of “importance” and “satisfaction” scales.

In short, insight harmonization was near impossible using raw data alone — limiting the client’s ability to form unified global strategies based on local inputs.

The Solution: Modeliq’s Simulation-Based Data Normalization

DataDiggers proposed leveraging Modeliq, our simulation and scenario testing engine, to normalize results for better comparability without compromising local accuracy.

Powered by advanced statistical modeling and synthetic logic, Modeliq was used to create calibrated datasets across all 17 countries, making results comparable on a like-for-like basis. The steps included:

1. Cross-Market Scale Calibration
   
   • Modeliq applied statistical anchoring across Likert-type scales using median alignment, z-score transformations, and cultural normalization coefficients tailored to regional response behaviors.
2. Synthetic Harmonization
   
   • Modeliq generated a synthetic layer of reference values based on shared variables across countries (e.g., brand awareness, purchase recency), then simulated aligned datasets for each market using advanced regression logic.
3. Scenario Simulation
   
   • We ran sensitivity tests to simulate how findings would look under consistent interpretation conditions, providing confidence intervals for global marketing scenarios.
4. Insight Indexing
   
   • To support dashboard reporting, Modeliq output harmonized index scores for each KPI — from brand equity to product interest — enabling apples-to-apples comparisons across markets.

The Result: Aligned Global Insights with Local Relevance

Thanks to Modeliq’s powerful simulation capabilities, the client was able to:

• Unify KPIs across markets without suppressing cultural nuance.
• Identify global opportunity clusters based on normalized purchase intent and brand affinity scores.
• Report consistently across regions, giving the CMO and product team a cohesive view to plan a synchronized global rollout.
• Boost local team confidence, as results still reflected market-specific realities while aligning with global benchmarks.

“Modeliq gave us what traditional cleaning and weighting could not — a harmonized, high-integrity dataset that helped us build one global story from many local voices. It saved us weeks of manual effort and enabled faster, more strategic decisions.”
— Global Insights Manager, Consumer Goods Client

Why It Worked

Modeliq succeeded where traditional normalization failed because it:

✅ Preserved the original meaning of responses using statistical anchors rather than erasing local context.
✅ Used simulations instead of blunt averaging, helping align market scores realistically.
✅ Handled outliers, scale misuse, and regional bias through synthetic controls, not crude exclusions.
✅ Enabled future scenario modeling, so the client could test different go-to-market strategies before committing.

About Modeliq

Modeliq is part of DataDiggers’ suite of innovation-driven research solutions. For simulation, modeling, and scenario testing, Modeliq delivers synthetic insights powered by advanced data logic — helping you explore possibilities, validate assumptions, and forecast outcomes with speed and precision.

Whether you’re tackling multi-country comparability challenges, preparing pricing simulations, or testing go-to-market strategies, Modeliq empowers you with normalized, high-integrity insights that drive smarter decisions globally.

About DataDiggers

DataDiggers is a technology-driven market research agency founded in 2015. With proprietary panels in 30+ markets, AI-verified data quality protocols, and an ISO 20252:2019 certification, we deliver fast, reliable insights for brands and agencies worldwide. Our tools include:

• Brainactive – a DIY research platform powered by AI.
• Syntheo – synthetic personas for early-stage and hard-to-reach segment exploration.
• Correlix – statistical synthetic data for bias correction and data augmentation.
• Modeliq – scenario simulation and modeling for strategic insights.

Whether you need global reach or granular precision, DataDiggers helps you ask smarter questions and get smarter answers.

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Looking to harmonize your multi-country research?
Contact us today to learn how Modeliq can align your global insights — with speed, accuracy, and clarity.