Introduction
Mona Souli is a Community & Strategy Director at Researchbods, a UK-based customer insight agency specializing in online communities. She is fluent in seven languages and with a rich background spanning journalism, cinematography, linguistics, cultural studies, and psychotherapy.
Researchbods is a leading UK-based customer insight agency that specializes in online communities, helping brands connect with their customers to gather real-time feedback and make informed, strategic decisions.
As part of the STRAT7 group, Researchbods integrate technology, research expertise, and data-driven insights to provide actionable recommendations across various industries. The company focuses on fostering meaningful engagement and ensuring businesses stay closely connected to their audiences on a global scale.
And with that introduction, we hand over to Mona Souli…
The power of a multidisciplinary background
My role at Researchbods is all about shaping and driving the success of our insight communities. I provide strategic direction, oversee global market adaptation, and ensure that our approach aligns with both client needs and commercial goals. I also support team development, lead client immersion sessions, and strengthen our partnerships through a deep understanding of our clients’ brands and their audiences.
My background in linguistics, psychotherapy, and cultural studies plays a big role in this. It helps me understand not just what people say, but how and why they engage the way they do. I approach community building through both a cultural and psychological lens, ensuring that these spaces are inclusive while still serving a strategic purpose.
Balancing global identity with local adaptation
For many brands, the biggest challenge is maintaining a consistent brand identity while ensuring local relevance. A great example is a luxury brand we work with. It maintains a strong global identity while adapting its messaging for different markets.
In the UK, heritage is the focal point. In the U.S., innovation takes center stage. In Germany, sustainability is the priority. This approach ensures the brand remains relevant locally while preserving its global equity. The key is interpreting cultural contexts without losing the essence of the brand.
Avoiding cross-cultural pitfalls
One of the most common issues brands face when expanding globally is assuming that what works in one market will work in another. We often have to step in and help them navigate these challenges by ensuring cultural nuances are taken into account and adapting their approach to fit each market’s expectations.
I’ve seen misunderstandings arise purely from cultural differences, and in those moments, it’s about managing expectations and guiding brands through the adaptation process. It’s essential to balance consistency with local relevance – maintaining a strong global identity while allowing for necessary regional adaptations.
The pitfalls of direct translation
One major mistake brands make is assuming that direct translation is enough. Language carries cultural weight, and tone matters just as much as the words themselves. Beyond language, there are behavioral differences – formality levels, humor preferences, and communication styles all vary across cultures.
The best way to avoid missteps is to invest in local expertise, not just data. Understanding the local audience at a deeper level ensures that messaging and engagement strategies truly resonate.
Understanding cultural preferences in communication
How audiences engage varies significantly across cultures. Some prefer structured discussions, while others thrive in more spontaneous interactions. Japanese community members, for example, often prefer a more transactional relationship, while South African audiences value real-time human interaction.
Beyond content, the format also matters. Video content, editorial pieces, and interactive discussions work differently depending on the audience. In South Africa, face-to-face engagement resonated more than it did with UK audiences. Meanwhile, in the U.S., product innovation was a bigger driver of engagement, whereas in South Africa, safety was the key factor.
The role of psychology in engagement strategies
Community engagement is rooted in human behavior. It’s about understanding motivations, values, trust, and belonging. Trust, in particular, is key. The strategies I design focus on fostering emotional connections within communities, making interactions feel both natural and rewarding. Cultural context plays a big role here, shaping how people interact and engage.
Key skills for managing global communities
When hiring for global community management roles, cultural awareness, adaptability, and strong communication skills are crucial. But communication isn’t just about writing or speaking – it’s about strategic thinking as well. Community management today is about more than just engagement; it’s about driving brand impact and fostering customer closeness. Those who can think holistically through a cultural lens bring the most value.
Onboarding clients and aligning strategies
When we onboard new clients, we conduct brand immersion sessions to dive deep into their values, market positioning, and audience needs. From there, we align on what success looks like and tailor strategies that work on both global and local levels. The goal is to build and manage a community that aligns with the brand’s vision while resonating with different audiences.
As these communities grow and generate large volumes of data, AI plays an increasing role in helping us make sense of it all.
The role of AI in global community engagement
AI is shaping community engagement, especially in analyzing large volumes of data and identifying sentiment trends. It helps us make sense of huge datasets quickly, but I still firmly believe in the human aspect of analysis. AI can identify patterns, but it lacks the nuance and contextual understanding that humans bring.
There are limitations – sometimes AI makes assumptions based on small data points, missing the bigger picture. That’s why we always double-check insights with human expertise. Right now, we primarily use AI for quantitative research, but when it comes to qualitative insights, human interpretation remains essential.
Final thoughts
For brands – whether established companies or startups – understanding cultural nuance is key to successful global engagement. The earlier businesses start thinking about these factors, the easier their expansion will be. Investing in cultural insights, local expertise, and strategic thinking will always pay off.
Key takeaways:
- Cultural adaptation is essential: What works in one market may not work in another. Brands must adapt messaging while maintaining their global identity.
- Translation is not enough: Language carries cultural weight. Localization requires an understanding of tone, behavior, and engagement preferences.
- Human psychology drives engagement: Trust, values, and emotional connection are crucial for community success.
- Hiring the right people matters: Cultural awareness and strategic thinking are key skills for managing global communities.
- AI is a tool, not a replacement: AI helps process data, but human insight is essential for meaningful interpretation.
At Researchbods, we’re passionate about making global engagement more authentic and impactful. By blending human understanding with data-driven insights, we help brands navigate the complexities of cross-cultural communication and create meaningful connections worldwide.
