Founder Friday: Global Insights and Trust in Research: Navigating Change with Anne Brown of Gazelle Global

Anne is a founding partner of Gazelle Global Research and has over 30 years of experience leading a team of global research experts with international data collection, processing, and fieldwork management.She is a PRC-certified member of the Insights Association. She has been a longtime member of WIRe, AMA, PMRG, WBENC, WBE, and ESOMAR—where she was the organization's first member to donate a membership to another professional lacking the financial resources. Summary Anne's Background and Giselle Global Discussion Michael and Anne began the conversation with greetings and small talk about their surroundings. Michael informed Anne about some background noise that would be present during the conversation due to construction in his building. Anne confirmed she was ready to proceed with the discussion. The conversation was set to cover Anne's background and her work with Giselle Global, with Michael assuring her that the discussion would last around 15 to 20 minutes. Michael also mentioned that he would share details about how to find Anne at the end of the conversation. Embracing Cultural Differences in Research Anne, CEO of Gazelle Global, discussed the changing research industry and her company's role in helping clients navigate these changes. She and Michael emphasized the importance of understanding cultural nuances to effectively operate as a global organization. They agreed that communicating with clients in their native language fosters trust, improves communication accuracy, and shows respect for their cultural background. Michael shared his experience in running a multinational medical clinic, highlighting the need for organizations to communicate in a language that clients are comfortable with. Trust and Transparency in Business Success Anne and Michael emphasized the importance of trust in running a successful business. They agreed that establishing an aura of trust with clients and team members is essential, as it creates a personal connection and fosters long-term relationships. Michael noted that a lack of trust can quickly damage an organization's reputation, citing examples of companies that lost consumer trust due to various missteps. Both stressed the need for transparency, honesty, and doing the right thing to maintain trust. AI's Impact on Industry and Leadership Michael and Anne discussed the rapid pace of change in their industry, particularly with the advent of AI. Anne emphasized the importance of being able to pivot and adapt as a leader, and highlighted how AI could significantly enhance their research process. She also stressed the need for transparency when using AI, and how it could be a valuable tool when used correctly. They both agreed that AI should be seen as a tool, not a replacement for human beings.