Tag Archives: Market research around the world

Is That Multinational Research Project Multinational Enough?

Question: What percent of market
research projects conducted for multinational companies, are conducted with a multinational
scope?

It’s kind of a trick question. After all, how many countries is required to be ‘multinational’ in scope? Is three countries sufficient? Four? Or does it really need to be ten or more for truly global company?

The brutal reality is that most companies selling in numerous countries can only afford to do research in a subset of them. How does a market researcher deliver appropriate insights with this obstacle? Here are three steps that help mitigate the risk:

  • State the obvious. What’s obvious to you is often less
    so to the client. Even if you think the geographic scope is clear, state
    it clearly and multiple times. What is the geographic scope of the
    research? A specific country? Region? How many languages were involved? I have seen it happen many times;
    the audience assumes that since their company is ‘global’ the
    research is as well’when in fact the research may have been based on just 2
    or 3 countries.
  • Break with convention. Too often, researchers select
    countries based on past projects (‘We always do our research in the U.S., Canada
    and France.’). Challenge old assumptions! What mix of countries will give
    you the insights you need to inform current business initiatives?
  • Illustrate the importance. Educate the audience on how
    geographic variations impact customer behavior and attitudes. Here are a
    couple of examples that help increase sensitivity to the importance of
    geographic variations:
    • Different colors have different associations by
      geography. Red is ‘positive’ in some cultures but negative in others.
      This can impact reactions to ads and product packaging.
    • The role of male versus female heads of households as
      relates to purchase decisions for certain categories varies by country.
      Thus, research about purchase intent or product attribute preferences
      based on one country cannot be assumed for all.
Multinational brands don’t always have the time or budget
for truly multinational
research
.  So the onus is on the
researcher to make sure that market research is understood and interpreted
correctly. And perhaps by raising client awareness of how important geographic differences
can be, budget for broader geographic scopes will be allocated next time
around.
This post is by guest blogger Kathryn Korostoff of Research Rockstar LLC (Training.ResearchRockstar.com)

TMRE International Session Spotlight: Consumer Practice As A Starting Point For Innovation

Leading up to The Market Research Event, we’ll profile the keynotes, tracks and themes at the 2011 event.  Over the next few weeks, we’ll be looking at the international sessions new to the event.  For more information on TMRE, taking place November 7-9, 2011; in Orlando, Florida, download the brochure now.  If you register today using code TMRE11BLOG, you can save $300 off of the standard registration rate plus the first 10 to register get a free FlipCam!

Featured Country: Finland
Featured Session: Consumer Practice As A Starting Point For Innovation
Featured Speaker: Oskar Korkman, Consumer Analytics & Insights, Insights& Creation, NOKIA
About the session:  In this session, Oskar Korkman, Consumer Analytics & Insights, Insights Creation, NOKIA will share how consumer insights is fueling innovation success at Nokia ‘ specifically how consumer practice is a source for innovation. Leveraging ethnographic research and modeling practices, the insights creation team has built insights around many different opportunities that Nokia is pursuing. Thus making the insights creation team a vital component of innovation success at Nokia.

  • - Leveraging ethnography to identify opportunities for innovation
  • - Employing breakthrough modeling techniques to prioritize ideas
  • - Insights as an owner and champion of innovation