As the world becomes more interconnected, clients often face the dilemma of how to become more global. Should
they try to develop products that serve multiple geographic markets throughout the world, or stick with individual
products that allow true customization based on the idiosyncrasies of each market? By collecting data in each of
their major markets, companies can more easily decide about the feasibility of globalization for their products
or services. Here are six important factors to consider in putting together a global market research program.
- Include all of your major markets. By including all of your major markets in your research program,
not only will you have a more accurate picture of wants and needs in each market, but you will gain greater
cooperation from your own employees in each of these geographic areas. Everyone believes that their market
is unique in some way, and everyone wants to feel like their market matters. This is a perfect way to
show it.
- Identify the right decision-maker in each location. Your product or service may be purchased through
different channels and by different decision-makers in each of your major markets. It’s important to identify
beforehand whom you should be interviewing so that you can collect meaningful data that will help you later on.
- Customize your approach for each market. You will need to determine the best way to conduct research
in each market. Central location interviewing, which can be very efficient and effective in the U.S., may not
be appropriate in all markets. A web survey, on the other hand, can be a quick and easy way to gather data,
but this type of research may be administered differently in other countries.
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- Conduct your research in the local language. Participants shouldn’t have to struggle to understand your
questions or to express themselves in a non-native language. We have found that the best way to conduct
foreign-language research is to have the survey materials professionally translated into each language, and
then to have a second person translate it back into English in order to make sure that the meaning has been
preserved. The last step is to have the text checked over by the client’s local affiliate to capture any
potential errors with technical language or industry jargon.
- Choose the best rating scales. In the U.S., rating scales for quantitative surveys based on the school grading
system – A, B, C, D, and F – work well, while in other countries, these letters may not have the same connotations,
and a numerical scale may be the better alternative. Another potential problem is that some populations may,
on average, assign lower grades than others for essentially the same response. These differences need to be
understood and factored into your analysis.
- Offer appropriate incentives. In some cultures, monetary rewards may simply not be an acceptable form
of incentive. With a bit of research, you can determine what is the appropriate “etiquette” for each population,
be it certain types of gift certificates or even charitable donations.
Global research can be tricky, and will almost surely add a significant amount to the cost of your research.
Done right, however, the results can lead to more integrated products that can better satisfy your markets
throughout the world, leading to even greater savings in manufacturing, marketing, and service.
—Stacey Sacks
© Copyright 2009 Applied Marketing Science, Inc.
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