The global economy has afforded US based companies an unparalleled opportunity to expand into new markets. However, with this opportunity comes many challenges. Due to the complexities of international research, an experienced “guide” is required. Differences in language, culture, politics and style are but a few of the many potential pitfalls. Here are a few of the most important insights:

TO ONLINE OR NOT TO ONLINE

• Select the Right Survey Methodology: Different countries require different methodologies based on research topic, Internet penetration, and computer literacy.
• When interviewing consumers, use the 65% rule of thumb. If the country’s Internet penetration rate is 65%+, it’s ok to conduct interviews online via email recruit; if Internet penetration is below 65%, using central location data collection is recommended – here respondents are recruited via telephone and/or street intercepts to the location itself. The interview is then conducted on a computer at the site for accurate data collection and local “proctors” assist respondents with computer literacy. Of course, door-to-door recruiting is another viable option, especially in emerging markets.