What is Multi-Country Market Research?
About Multicountry Market Research
Multicountry Market Research involves multiple countries as part of a Qualitative or Quantitative research project. It allows managers to uncover patterns, attitudes, similarities, differences and new opportunities.
Best Practices in Multicountry Research
SIS has been conducting multi-country research for 35 years. Given our experience with multi-country research, we recommend the following:
Do’s:
Plan to expect a wide range of outcomes from country to country
Account to plan for at least 1 – 2 weeks to set up the recommended research design
Plan to have the questionnaire vary from country to country to account for cultural differences
Plan to have the qualitative and quantitative expected deliverables in the same format across all countries.
Don’ts
Do not plan to have one methodology fit all countries
Do not plan a tight timeframe as translations and fieldwork may take longer than expected
Do not plan for “a global solution” as the results may reveal that you need a specific country or regional solution.
Do not expect that one single research design will be appropriate across developed and emerging economies
Keep in Mind
Having an experienced Marketer or Market Researcher can rapidly uncover valuable new opportunities and avoid costly mistakes.