Multi Country Market Research

複数国市場調査は、複数の国が関与するタイプのプロジェクトです。

Often, different countries and regions are analyzed.  The data and insights gained can be further analyzed for patterns, similarities, differences, opportunities and challenges for a company.  The benefits are comprehensive insights for strategic decision making and business growth.

複数国間の研究が他と異なり、より困難なのはなぜでしょうか?

It is may be challenging to conduct market research about your company, its products or services in just your own country. But what if you need to study other markets on a global basis? There are a few key factors that need to be considered. Some are obvious, others not.

米国や英国のさまざまな地域で話されている英語は、同じ書き言葉を共有する他の人々には理解できないほどに異なることがあります。スペインや南米諸国でのスペイン語の書き言葉や話し言葉、その国の一部での中国語などでも同様です。

で B2B or manufacturing industries where more specific technical terms are used, it is even more important to be sure that ambiguity is minimized.

ネイティブでバイリンガルの人に翻訳を依頼し、電話やオンラインのアンケートの質問、インタビューのスクリプト、フォーカス グループ ガイドを逆翻訳してもらうのが最善です。おそらく、あなたの組織内にもそのような人がいるでしょう。たとえいたとしても、現地市場でそのような才能を持つサード パーティ ソースを見つけるのが得策です。「味」を文字通り (食品や飲料) と捉えるか、比喩的に (衣類、車、化粧品など) 捉えるかにかかわらず、国や文化が変わればバリエーションは豊富です。そのため、成功した製品が世界の別の地域に導入されたときに同じように売れるかどうかを判断するのは非常に難しい場合があります。

0 から 10 までの一般的なスケールなどの数値評価は、文化によって異なる場合があります。国によっては、10 が完璧さ (物理的な製品やサービスでは不可能だと考えられる) を意味するため、8 または 9 が最高値として割り当てられる場合があります。

Around the world, countries treat segments of their populations in very different ways. As such, any focus groups need to be carefully recruited. Women may be considered inferior and have fewer rights. Caste and class systems likewise influence how others are perceived. Even titles and job functions may cause some participants to speak more, or worse, not speak at all! Mixing the “wrong” people together could be non-productive. Attitudes toward answering questions from strangers and concerns about privacy cannot only influence one’s willingness to respond but also the truthfulness of answers.

さらに、あなたの会社とまだ取引のない国民や企業との連絡を制限または制約する法律もあります。

Even incentives (and their value) in the form of cash or gifts may be limited by certain laws.[/fusion_tab][fusion_tab title=”Budget” icon=””]To fully benefit from the research process, it is useful to visit as many locations as possible to gain a hands-on understanding of the people, their environment, and insights into why they hold certain attitudes and perceptions about a product or service. So there is an increased travel and entertainment (T&E) potential.

To be meaningful and actionable, there should be an adequate sample size for qualitative and/or quantitative research in each country as well as in total.

次に、追加された言語ごとに翻訳が必要になります。質問やスクリプトだけでなく、トレーニング資料も翻訳する必要があります。最終レポートを社内の外国人メンバーに配布する場合は、追加の費用がかかる可能性があります。

次のステップ

In observational research, even if you do not understand a foreign language, you can get a sense of what is being said in a focus group or interview by observing the gestures and body language of respondents when presented a new concept or product to examine. You can do this live or by watching video recordings. Likewise, by monitoring phone interviews, you can gain a feel for whether or not an interviewee is enthusiastic about an idea or subject.

When complete, a thorough analysis should reveal similarities and differences across your target markets. Will the same brand name, messaging, advertising, pricing, etc. be effective in all situations, or will marketing and promotional campaigns require multicountry customization?

Multicountry Market Research may be one of the most rewarding learning experiences you will ever have!  It can also provide immense benefits to your business.