Competition in global marketing is growing in complexity as consumers grow more demanding, technology moves faster, and new media channels spring up.

Success in this environment requires knowledge and insights that can only be gained through multi-country market research. 

Such research is a large-scale, collaborative and iterative process that helps create your brand positioning and assists in adapting that positioning over time.

Done correctly, companies can avoid the pitfalls of campaigns that don't work well in some cultures, and are more expensive than necessary.
Meet the Expert

Reinhard Joelli

Consultant Reinhard Joelli

Skills and Expertise: What's this?

About Reinhard

  • Global Insights (Market Research) Team Leader enabling smarter business decisions for increasing Brand Value and improving Business Results. 
  • Primary focus is the Global Financial Technology area, with unique broad and deep expertise in Global Brand positioning and tracking, Reputation and Sponsorship research.
  • Led and refreshed Global Tracking Studies (Brand Equity Tracker, Ad Tracker, and Sponsorship Tracker) in 30 countries.
  • Directed an extensive 10-country, foundational global quantitative positioning study, that provided key input into refreshing Visa’s global brand positioning and tagline.  
  • Led various complex global research efforts into Brand Architecture / Identity, Naming, Card Design, and other brand related topics.  


Senior Business Leader • Visa, Inc.
1993 — 2013
Senior Manger • GfK
1986 — 1992
  • Senior Market Research Manager - Financial Services 


University of Vienna, Austria
MA, Social and Economic Sciences, -

Academic Honors

Cum Laude
University of Vienna, Austria
BA, Social and Economic Sciences, -


Conference Board Member, Market Research Council 2004-2013
Packages with Reinhard starting from $400

Your Expert Package Includes:

Best Practices

Access to ALL Best Practices authored by TrustedPeer Expert Reinhard Joelli on this topic.

Pre-Meeting Discovery Process

Review and analysis of your issue with pre-meeting discovery questions by Reinhard, followed by a 30- or 60-minute one-on-one call. Sample

One+-on-One Call

Your (+colleagues) meeting is directed and focused from the first minute.

Meeting Summary Report

After your call, Reinhard completes a Meeting Summary Report to provide you with the session’s discussion topics, analysis, assessment and recommendations for next steps. Sample

Post-Meeting Engagement

After your meeting, continue your relationship with Reinhard on your own, or with TrustedPeer’s support.