TED Talks Daily Hidden connections that transcend borders and defy stereotypes | Aparna Bharadwaj
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Jan 25, 2023 
Aparna Bharadwaj, a global consumer strategist, explores how consumer behavior reveals surprising connections across cultures. She highlights fascinating similarities in snacking habits between China and Saudi Arabia, and clothing shopping in the US and Russia. By analyzing data from over 40,000 consumers, Aparna challenges stereotypes and emphasizes the importance of understanding these global affinities. Her insights uncover the patterns that unite us, sparking a deeper connection in our increasingly globalized world.
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Cross-Cultural Similarities
- Aparna Bharadwaj describes watching Navroz in Iran, a fire festival with food and songs.
- This reminded her of the similar festival Lodi in India, highlighting unexpected cultural connections.
Hidden Consumer Connections
- Bharadwaj's work involves understanding consumer behavior and finding hidden connections between them.
- She's fascinated by the similarities between people where you least expect them.
Challenging Regional Groupings
- Companies often organize by region or other broad categories, but consumer data reveals unexpected correlations.
- Americans have high correlations with Australians, defying geographical and cultural assumptions.