Go Global with Your Online Qualitative Market Research

• “As soon as possible” does not have universal meaning

• Respondents show up on time in some countries, but not in others

• Good local moderators and interpreters are hard to come by -when you find one stick with them

• Never underestimate the value of a quality research partner

• Working with the same moderators and interpreters increases your researchers and, many times, your clients comfort level and decreases their stress level

• Brand names frequently vary by country – If working with Pharmaceuticals generic names are often the safest way to refer to a drug

• You should expect your partners desk researchers to do this for all countries being fielded

• Client teams get larger with the addition of local affiliates

• Different research priorities by country can sidetrack the research

• Having a single line of communication with the local moderator and translator is critical

• The local moderator is your “best friend” when something unforeseen happens

• Partners will alert you to holidays in various countries that you never knew existed

• When using trusted local partners you know that your research will not be scheduled at a time when there is a local holiday even if that is when the client wants it to be!

• Centralization is most efficient

• Single point of contact for translations, recruiting, moderating, deliverables, etc.

• All Partners and their teams must have documented experience in the market you are researching

• All partners must be responsive to email within reasonable US hours

Partner

Translate

ReportingRecruiter

Moderator

Partner’s

Team

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Source: www.Internetworldstats.htm – June 2014

World Regions Penetration

(% Population)

Africa 26.5%

Asia 34.7%

Europe 70.5%

Middle East 48.3%

North America 87.7%

Latin America/

Caribbean

52.3%

Oceania/Australia 72.9%

WORLD TOTAL 42.3%

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Country Internet Penetration

(% of Population)

USA 95.3%

Argentina 75%

Brazil 54.2%

Bulgaria 59%

Chile 66.5%

China 47.4%

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Country Internet Usage(per 100 people)

USA 84.2

Argentina 59.9

Brazil 51.6

Bulgaria 53.1

Chile 66.5

China 45.8

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Country Fixed Broadband

Internet* Subscribers (per 100 people)

USA 28.54

Argentina 13.86

Brazil 10.08

Bulgaria 18.97

Chile 12.25

China 13.63

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Country Mobile Cellular

Subscriptions(per 100 people)

USA 96

Argentina 159

Brazil 135

Bulgaria 145

Chile 134

China 89

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