Multi Country Market Research

跨国市场研究是一种涉及多个国家的项目类型。

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.

什么使得多国研究变得不同且更具挑战性？

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.

美国或英国不同地区使用的英语可能会有所不同，以至于其他使用相同书面语言的人无法理解。西班牙和南美国家的书面和口语西班牙语也是如此，该国部分地区的中文也是如此，等等。

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

最好找一位精通双语的母语人士进行翻译，然后再翻译电话或在线调查问题、访谈脚本或焦点小组指南。也许您的组织内就有这样的人。即使有，最好在当地市场找到有这种人才的第三方资源。无论您从字面上（食品和饮料）还是从比喻上（服装、汽车、化妆品等）来理解“品味”，随着您从一个国家到另一个国家、从一种文化到另一个文化，品味都会有很大的差异。因此，要确定一种成功的产品在引入世界另一个地区时是否能有同样出色的表现，可能相当具有挑战性。

数字评分（例如常见的 0 到 10 的评分标准）可能因文化而异。在某些国家/地区，8 或 9 可能是最高评分，因为 10 表示完美（有些人认为实体产品或服务不可能达到这种水平）。

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.

此外，还有法律限制或约束联系任何尚未与您的公司开展业务的公民或企业。

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.

然后，每增加一种语言都需要翻译——不仅是问题和脚本，还有培训材料。如果最终报告要分发给公司中会说其他语言的外国成员，则可能会产生额外费用

下一步

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.