International Market Research: Why You Should Consider Going Beyond the Border

If your business is thinking of making its first foray overseas or you already have global experience and are looking at further expansion, international market research is a must for you. The insights that research gives you can reduce risk and save both time and money. Avoiding costly mistakes and reducing the risk for new global projects is vital in the current economic climate. You might be a Multi-national Corporation looking to recognise market dynamics in multiple countries, a startup aiming to expand internationally, a retail brand hoping to better understand lifestyles across the world, or an education provider seeking data on global course requirements. Whoever you are and whatever your needs, conducting research internationally is a great way to tap into your audiences further afield. As always, there is a lot to consider before diving in. Let’s look at why international research is essential for your business and my top tips for running a successful project.

Why International Research?

The last thing you want is to launch a product or service internationally, confident in what you have to offer, only to be met with a glaringly disappointing reaction and an audience that doesn’t understand what or who you are. Take Lucozade as an example. Lucozade has a huge following in the UK – seen as both a sports drink and a remedy to feeling under the weather or for the morning after the night before. In the US however, it failed to impress against the likes of Powerade and Gatorade which already dominate the market. Consumers in America didn’t warm to it, and it struggled to find a niche.

Likewise, McDonalds closed its branches in Bolivia in 2002 after 5 years of trading, as Bolivians culturally value traditional meals over fast food and hold the perception that fast food is unhealthy.

Additionally, Home Depot, the successful US DIY chain tried to launch in China and after opening 12 stores, closed down their operation there in 2006 as whilst in the US DIY is considered a hobby for many, they found that people in China typically don’t engage as they view it as a sign of poverty.

Conducting research internationally will help prevent failure by:

Identifying consumer needs and expectations: Different countries and cultures hold different values and lifestyles – understanding these can make, instead of break, your launch.

Improving your messaging: Both images and words can mean very different things in different countries – what works in one country might totally fail in another.

Highlighting emerging trends across different markets: What might be a “slay” in the UK could be “mid” in Madrid.

Consider an Online Approach

There are of course a variety of ways to collect data but for international research, this can be expensive and timely. Conducting your research online is a perfect fit for global studies and here’s why:

• Speed: Online surveys allow you to garner vast amounts of data in a short amount of time.
• Cost: Conducting research online is an efficient way to collect responses across the globe without incurring travel costs from focus groups or in-depth interviews.
• Ease of data collection and analysis: Online tools simplify the data collection and management process. Responses are automatically recorded, reducing potential for human error, plus the data can be analysed almost instantly.
• Convenience: Being able to take part in surveys online allows participants to engage in their own time. This is not only useful for studies that span multiple time zones, but is also likely to broaden your reach, giving you access to diverse participants.
• Scalability: Conducting your international research online means you can quickly add another market without any major logistical changes or costs. You could test a single market and adjust your scope and focus as needed.
• Standardisation: Consistent, standardised questionnaires are key for enhancing quality and making comparisons between data sets. It is much easier to keep questions consistent if conducting your research online.
• Environmental benefits: Without the need for travel, printed materials and physical venues, conducting international research online is a much more sustainable approach to gathering insights – especially important if this is a value that is central to your brand.

Next Steps

So, you’ve decided to branch out abroad. Here are some top tips and considerations when planning your questionnaire for global markets:

• Translations: Ensure you use a trusted, professional translation company. It can be tempting to use an automated translation tool, and while these are certainly improving, nuances can be missed. Don’t forget to allow an extra day for your survey to be translated into the relevant languages and bear in mind that some countries have more than one main language spoken (Canada and Belgium, for example).
• Cultural relevance and sensitivity: Avoid culturally specific references. It’s important to make sure that questions, answer options and examples are universally understood. For example, references to national celebrities, holidays or local slang and idioms may confuse or alienate respondents in different countries - leading to respondent drop out or inaccurate data. Using concise, plain language is always best. Additionally, some topics may be taboo in particular regions and certain data may not be allowed to be collected in others.
• Co-ordinate times with your project managers: Make sure you, your team and your research provider can (virtually) meet to discuss the project at a suitable time across the different regions in which you are working. 
• Spellings: Don’t forget to change those ‘s’s to ‘z’s and remove the ‘u’s when writing questions for the US v the UK. This seems like a small detail but it’ll aggravate respondents if localised attention to detail is missing. 
• Metrics: Likewise remember there are different metrics used in different countries - Miles v Kilometers, Celsius v Fahrenheit, Pound v Dollar.

By thoroughly understanding how your product or service might resonate across different international markets and acknowledging the critical cultural, social, and behavioral considerations discussed above, you can better position your brand for global success. This approach allows you to navigate the complexities of diverse consumer preferences with greater confidence, ensuring your offerings align with local expectations and values. As a result, you can not only expand your reach but also foster meaningful connections with customers worldwide. Embracing this strategy will enable you to drive sustained growth, enhance your brand reputation, and deliver an exceptional customer experience tailored to each unique market.