Editor’s note: Kenny Kuhn is vice president, Midwest region, of Answers Research, Inc., Solana Beach, Calif.

So you think you want to conduct your focus groups internationally? Well, here are a few planning pointers to consider once you have justified an international qualitative research program and have selected the regions/countries of interest.

Most often, international focus groups are conducted sequentially, typically beginning in the sponsoring company’s local country. Since we all know that the discussion guide and materials are almost always revised regularly, this is a very effective approach given you can iron out the wrinkles in your local language and country. In several ways, you are pre-testing your research program in your local country and language. Since you have the most familiarity in this region, you can be assured that any adjustments or enhancement to the research have been implemented properly.

Pick a moderator

Once you have decided which regions and individual countries to include, the research manager needs to identify a moderator or group of moderators to facilitate the research.

Fundamentally, it is preferable to use local moderators. Here, local is synonymous with domestic language or country domestic.

Oftentimes, people will use their U.S. moderator to conduct English-only groups abroad. This is a very convenient approach and can offer adequate information since there are a large proportion of English speakers in the world.

However, you are systematically reducing your available respondent pool by requiring the groups to be in English only. Further, you have no way of truly knowing the respondent’s command of the English language until they are in the group (unless you recontact each one to personally test their fluency), which might be too late. Finally, respondents better express themselves using their primary language.

Local moderators offer several additional benefits beyond those of foreign moderators. Local moderators:

  • Know the language and any local dialects, if necessary.
  • Understand local customs and accepted interpersonal/business practices.
  • Are aware of any local/regional laws governing marketing research and confidentiality.
  • Know local economy and news events that could impact the research.
  • Live in same time zone as the recruiters and can handle any issues in real time.
  • Have local contacts to help complete difficult or unusual designs.

Sometimes, it is equally inappropriate to use a single moderator who speaks multiple languages to moderate all groups in their native region. Granted, this simplifies the coordination effort by avoiding the organization and briefing of multiple people and might even lower your costs. However, in addition to the difficulty of finding one person who speaks two to four languages fluently, you miss several of the “local moderator” benefits mentioned earlier. Though local respondents are polite when a foreign moderator is speaking their language, they much prefer to deal with a domestic moderator fluent and conversational in the local language or dialect. Use of a fluent local moderator reduces confusion over nuances of a language, comforts respondents, and increases the value of the focus group session. Further, this extra step is an added perk that tells the respondents you are interested enough in their opinions to find a local moderator for their convenience, not yours.

Pick a recruiter

It is time to select a recruiter for your international focus group research. More than likely, you can use the recruiters recommended by your moderator(s). Isn’t that one of the reasons you selected the local moderator? But in the case you need to select a recruiter yourself, use many of the same requirements as in moderator selection.

Not surprisingly, it is better to use a local recruiter or at least a regional recruiter (i.e., Southeast Asia, Western Europe, Latin America, etc.). Any of the benefits listed for using a local moderator apply to the local recruiter.

Don’t be tempted by the convenience of selecting a recruiter in your country to handle this international research program simply because they are closer to your time zone and they promise good results. They might very well find your target audience, but local recruiters know more about your target country/market.

Pick a facility

All normal criteria for picking a domestic facility apply here (service quality, proximity to respondents and transportation, viewing room requirements, etc.). Most major international cities have very nice focus group facilities and you would be hard pressed to notice differences in service when compared to U.S. facilities.

However, facilities meeting typical U.S. standards may not be available in all cities. Be ready to view in a separate room or office via closed-circuit TVs. Or view in a separate room, without video and hearing only a translator in real time. Or in some cases, be prepared to view while sitting in the respondent room (very difficult if you require a simultaneous translator).

In the end, take your moderator’s advice on facility preferences if you have no prior experience or knowledge. Further, talk to colleagues to solicit their facility experiences and preferences.

Materials translation

After you are comfortable that the recruiting screener, discussion guide and respondent materials are final (given your local country pre-test), it is time to send these documents for international translation. Typically, your international moderators can handle the first draft of these translations. Time permitting, you can try to back translate into your local language, but pragmatically, it is better to identify someone locally who is an industry participant (i.e., maybe part of your target audience) and an industry expert under a non-disclosure agreement to review these documents.

If your company has local offices in your countries of choice, it is ideal to develop a relationship there and have them aid in this translation process. The best use of their time is to have them review the drafted translations. These individuals can be briefed on your project and add incredible value to these translations given their knowledge of your company, industry nuances and terminology, and most importantly, their local region/country issues. However, you will be challenged since they are likely to have strong opinions on your research topics, and potentially your research design. In some cases you can accommodate their requests, but most often you need to adhere closely to your original design.

Moderator briefings

If researching in multiple countries, a major challenge is briefing all of the moderators. First and foremost, conduct as many project briefings with all the moderators as the schedule will allow. Since you are basically starting over with each new country and moderator, it is critical to prepare each moderator thoroughly on the topic, concepts discussion guide, and group mechanics. This will help ensure the research approach is as consistent as possible, given multiple moderators. Further, this process will help reduce any headaches or misunderstandings while you are on the road.

Ideally, you can fly all the moderators to the first night of groups in that region. Then allow them to view groups along with you and your clients. They hear your comments during the groups and have the benefit of seeing another moderator implementing the research. After this group, the team has a brief meeting to discuss the mechanics of the group, which better prepares the remaining moderators. If this isn’t possible, make arrangements to overnight videos from the first night of groups for them to view.

Make travel arrangements

Allow sufficient time to travel from city to city and country to country. You need to factor in time for customs, especially if you are traveling with concept models (working or mock-ups).

Further, don’t expect to hit more than three foreign cities in one week (which in itself is an aggressive goal), unless some of these are within the same country. Usually, you will be restricted by flight availability. Also, allow sufficient time prior to each new country for one-on-one briefings with the local moderator (even if they’ve attended or viewed video of the first groups).

Simultaneous translator

Hiring a simultaneous translator is a must if you don’t understand the language. These translators will either sit in the viewing room with you and translate or you will wear headsets and they will translate to you via a microphone.

Again, this is where a local moderator can help. Take their recommendations on local simultaneous translators to use for the research. If necessary, talk to colleagues for recommendations or look for professional translators who work for local government, embassies or convention centers. However, it is imperative to hire a professional translator, not someone who happens to know both languages. Simultaneous translating can be very taxing on a person, especially when translating the non-stop dialogue for a typical two-hour focus group.

Finally, require the local moderator to brief the translator on the project and review the research materials for clear understanding. This results in a more knowledgeable translator and more understandable translations for the observers.

Prepare yourself

Get ready for a new experience. For one, simply traveling to multiple countries can be a challenge. Listen to the advice of colleagues and friends experienced in international travel. Prepare yourself for country-specific customs and travel requirements. But keep in mind, as long as you are patient and polite, you should have no problem finding a local resident to help if you are confused or lost.

Further, attending and observing international focus groups is very different than doing so in your native country. Be prepared to multi-task while listening to the translator and watching the reactions/body language/inflections of the respondents. You will notice quickly the extra effort required to synthesize the information being provided.

Finally and most important, take the time to enjoy the local scenery and culture; you might not have the opportunity to return to some of these destinations!