Editor’s note: Roxana Elliott is director of marketing at marketing research firm GeoPoll, Denver. This is an edited version of a post that originally appeared under the title, “Conducting research in emerging markets.”
Accurate, up-to-date data on market trends, goods prices and population statistics is vital for both commercial entities and governmental organizations to make more informed decisions, but in many areas of the world this data is extremely hard to come by. Emerging markets in Africa, Asia and Latin America often lack basic data on development indicators and this can hinder growth. Likewise, brands are often hesitant to invest in a new market without an indication of their potential success, which is difficult to assess without data.
In the U.S. and Europe, data collection methods are well-established and market research is a multi-billion dollar industry, but lack of infrastructure has prevented traditional research methods, such as face-to-face or phone interviews, from succeeding in emerging markets. However, over the past decade there has been a growing demand for better data from countries in Africa, Asia and Latin America, and new technologies such as the mobile phone have enabled more research to take place. Collecting data from around the world is now more possible than ever but researchers must understand the fundamental differences in conducting research in emerging markets vs. developed markets.
Collecting data in emerging markets
While mobile penetration is high across many emerging markets and Internet use is growing, landlines are extremely scarce and desktop computers are not used by a large portion of the population. In Africa, recent data indicates that mobile accounts for over 60 percent of total Internet usage, while desktops account for only 34 percent. This statistic varies widely by country, and in less-developed countries in Africa or in rural areas mobile accounts for even more of the total Internet share.
Traditionally, market research in emerging markets has been scarce and have been done with face-to-face methods that can be costly and time-consuming. The growth in mobile phone and smartphone usage in the past decade has changed this by enabling mobile-first research methods such as remote text message surveys; automated or interviewer-led voice calls; and mobile Web surveys. New technologies have opened up many possibilities for conducting research in emerging markets but you must be aware of the nuances around data collection in these areas. Below are best practice tips for conducting research in emerging markets through mobile surveys and other mobile methods.
Consider language and wording: Many emerging markets have multiple official languages and hundreds of regional dialects. Make sure to research the most common languages in the specific area you are collecting data. Be open to running your questionnaire in more than one language. Wording for each question is also important and should be tested before the full project is started. For example, GeoPoll has found that the best way to obtain respondent age is to ask, "In what year were you born?"
Questionnaire length: When collecting data via mobile phone, overall questionnaire length and the length of individual questions is imperative. Questionnaires should be kept short and simple, as many respondents will be completing surveys on basic feature phones. GeoPoll recommends a total questionnaire length of 15-20 questions for a 10-minute survey. If being sent by text message, questions and answers should fit within 160 characters. It is recommended that longer surveys are split into multiple surveys that can be run as a panel over several days.
Mobile data use:While marketers are often interested in testing messaging via photo or video sharing, in emerging markets the high cost of mobile data/Internet usage must be taken into consideration. Images should be optimized so they are low in size while still being high enough quality to view, and videos should be limited to no more than two per survey. GIFS are a good alternative to videos, as they are small in file sizes while still containing multiple frames of content.
Compensation: Compensation should be considered for all respondents, both to demonstrate that researchers value the respondents’ time and to improve response rates. Mobile airtime credit and mobile money are common and well-received forms of compensation in many emerging markets, and compensation levels can start at around $0.50 for a short mobile survey. If you are running a mobile survey, check that your provider can quickly deposit a direct incentive into the respondent's account.