3 Tips for Conducting a Global Survey Like a Pro
Widespread Access to the Internet Makes Market Research Possible Almost Anywhere in the WorldGlobal market research is based on the same concept as traditional market…
Widespread Access to the Internet Makes Market Research Possible Almost Anywhere in the World
Global market research is based on the same concept as traditional market research: obtaining information about target customers and markets in a certain industry only on a much larger scale.
Global market research is the process of determining what buyers want and determining how to produce those things.
It varies from regular market research in that it is carried out on a much wider scale. When performing global market research, some factors to consider include the products, locality, marketing and of course price.
Tip #1: Plan Time for Translation
When conducting research outside of your own country there are extra measures that need to be taken as you would probably expect. Translation of surveys, polls and research materials will undoubtedly be needed on an ongoing basis.
You may have multiple dialects of English for example and in these circumstances simple localization of a language would be needed. All of these will of course increase the time on each project which must be taken into account.
Another example would be when a business might be interested in monitoring in-depth interviews or focus groups in real-time. In these circumstances, a real-time translator would be required if the interviews or focus groups were conducted in a language different to that of the client.
A real-time translator would also allow for client interaction especially if they had any questions whilst the research was being conducted.
After-translation quality checks, such as local vendor feedback or additional survey testing, can go a long way towards ensuring fieldwork runs successfully.
Tip #2: Take Exchange Rates Into Account
Depending on the sort of research you are planning on carrying out it may be necessary to consider currency exchange rates.
If, for example you are carrying out a worldwide market research study then you will need to think about things such as incentives for participants and client bills, especially if they use a different currency to you.
Exchange rates will also play an important role when it comes to the research and survey design. You will need to carefully consider currency conversions and exchange rates if you are working with several foreign marketplaces.
Tip #3: Keep in Mind Cultural Norms
Foreign cultures are often quite diverse and market research is not conducted in the same manner in every culture. Researchers must look at how market research processes work on a global scale.
Questions need to be targeted to each market and you shouldn’t expect to word every question the same way. Likewise, you shouldn’t expect the answers to be worded the same way either.
You would need to spend some time researching what you’ll be asking and wording the questions appropriately. Some cultures may consider questions about race or wealth, for example to be insulting.
Different cultures will answer questions in different ways and you should be mindful of this when you are analyzing collated date and responses.
Comparing responses and data from two two distinct countries could be like comparing apples to oranges so make sure that you only compare data from cultures that are the same.
Identifying genuine and authentic participants in your target audience might be difficult and frustrating. To ensure that the participants are legitimate and that your research is valid, you may employ a reputable survey provider like Grapedata. Grapedata can assist you in gathering trustworthy data so that you can make well-informed management decisions.
Grapedata’s surveys and data collection enable organizations to conduct tailored market research quickly and efficiently, giving you all the data you need to provide the highest-quality services and goods to the right audience.