Multi Country Market Research

多國市場研究是一種涉及多個國家的項目。

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.

是什麼讓跨國研究與眾不同且更具挑戰性？

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.

美國或英國不同地區所講的英語可能有所不同，以至於使用該書面語言的其他人無法理解英語。西班牙和南美國家的書面和口語西班牙語、該國部分地區的漢語等也是如此。

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

最好讓一位母語為雙語的人進行翻譯，然後回譯任何電話或線上調查問題、訪談腳本或焦點小組指南。也許您的組織中有這樣的人。即使有，在當地市場找到擁有此類人才的第三方來源也是一個好主意。無論您從字面上（食品和飲料）還是像徵性（服裝、汽車、化妝品等）來考慮“品味”，當您從一個國家轉移到另一個國家、從一個文化轉移到另一個文化時，差異都會存在。因此，確定一款成功的產品在引入世界其他地區時是否也能發揮同樣的作用可能非常具有挑戰性。

數字評級（例如 0 到 10 的通用等級）可能因文化而異。在某些國家/地區，8 或 9 可能是分配的最高數字，因為 10 代表完美（有些人認為實體產品或服務不可能擁有）。

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，有些法律限製或禁止聯繫尚未與您的公司開展業務的任何公民或企業。

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.

然後，添加的每種語言都需要翻譯——不僅是問題和腳本，還包括培訓材料。如果將最終報告分發給公司中閱讀另一種語言的外籍成員，可能會產生額外費用

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.