Editor’s note: Christa Melotti is international research lead at financial services firm Vanguard, Valley Forge, Pa.
I enjoy the challenge of conducting international marketing research but it’s not for everyone. The time differences, language barriers and cultural norms can seem daunting at first. Here are five tips that, when followed, may prove to turn your challenging international project into a fun work experience.
1. Cultivate your relationships to build trust.
Your research is being conducted in Asia, your client is in the U.K. and you’re in the U.S. How do you make this work? Setting aside time at the beginning of the project to get to know your key stakeholders will make for a better project outcome. While time zones may make it more difficult, sending some friendly e-mails and scheduling a call during your clients’ work hours to chat and learn more about their project needs and professional background – as well as a bit about their personal life – can build trust from the start of the project. Not only is setting up this time with your clients a nicety but learning more about the people working together on a project will pay you back in dividends when challenges come up (and they will).
2. Know the rules.
In an ever-changing world you need to keep up with local and industry-related regulations. Understanding not only privacy laws when conducting marketing research but marketing, marketing research, telemarketing and industry-specific regulations per region is necessary. In the financial industry, similar to the pharmaceutical industry and other heavily regulated industries, there are generally industry-specific regulations to be aware of. Reckless adherence to legislation can not only result in fines but possible jail time in some regions. (Yikes!)
3. It’s all about managing.
International research projects have a lot going on, with research sometimes happening at the same time in multiple regions and at other times staggered across regions over time. Work can easily spin out of control. Keeping a close eye on various parts of the project timeline – recruitment, interview schedules, translation, transcription/audio files, client/vendor deadlines – is critical. Everyone has a different method to their madness but ensuring you’re caught up on what is going on in each region or country; keeping up to date on any issues or challenges as they arise; and communicating often with your client will help make international work move smoothly.
4. Anticipate that things will not go smoothly – and get creative.
Most people who have worked in marketing research long enough know that no project ever goes as planned; timelines change, audiences are added and objectives are rewritten halfway through. We need to realize that changes will occur on a larger scale when conducting international marketing research. Understanding this and anticipating these changes will let you think clearly as they arise so that you can find a solution quickly rather than panicking and wasting time. Working on international research projects will test your craftiness. There will be many times you will need to think outside the box to keep things going when challenges come about.
5. Recognize and leverage your differences.
Learning what is normal in each region you’re conducting marketing research in is very helpful. Do participants often show up 30 minutes late to an interview? Will respondents prefer scales that go from 10 to 1 on a page rather than 1 to 10? All these nuances will help your research as it builds credibility with participants. You will also understand their world and won’t be put off by their ways.
Differences as strengths
Understanding how people in different regions understand, perceive and communicate their thoughts can help to better your research. Look to find ways to turn these differences into strengths that improve your research and insights rather than challenge them. At the end of the day there’s always a variety of organizations, Web sites, blogs and books on this topic that can help you better understand the work at hand. Good luck!