Dig In 132. Dig (In)spiration: Why global insights don't work without local context
Feb 11, 2026
Marcie Connan, EVP of Delivery Excellence & Client Experience with deep global insights experience, explains why local market nuance is essential for meaningful global research. She discusses structuring teams to preserve specificity, the CAST framework for multi-market delivery, and the difference between scaling processes and scaling relationships. Also covers adaptive, human-centered leadership for resilient teams.
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Scale Shouldn't Flatten Local Markets
- Global scale without local relevance flattens markets and hides critical signals.
- Marcie Connan warns that lost local nuance can cause slower adoption or global spread of bad decisions.
Design Around Decisions, Not Outputs
- Define what decisions the work must support and what success looks like before designing projects.
- Specify non-negotiable standards and where local flexibility is allowed to capture nuance.
Use CAST To Manage Multi‑Market Work
- Use CAST: cadence, activation, storytelling, team dynamics to guide multi-market delivery.
- Tailor touchpoints, activation needs, presentation style, and team roles to local cultures and capabilities.