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Market research localisation
When it comes to market research, good quality data is like gold. It leads to better business decisions and, ultimately, high-quality outcomes for your company’s bottom line. In contrast, poor market research data is like lead. It drags down business decision quality, and company performance suffers as a result.
How localisation is used effectively in the market research sector
Localising your market research is one of the best ways to ensure that you are getting good quality data. By definition, localisation is the process of adapting a product or service to meet the specific needs of a particular market. Simply put, it’s about making your research relevant to your target audience.
Localising your market research is a great way to ensure that you’re getting accurate, high-quality data. By translating your materials into the local language, modifying your research methods to fit the local culture, and conducting focus groups in different locations, you can maximise the chances that your research will be successful.
There are many different ways to localise your market research, but some of the most effective methods include:
Translating your research materials into the local language
This is one of the most obvious ways to localise your market research, but it’s also one of the most important. If your target market speaks a different language than you do, it’s absolutely essential that you translate your research materials into their language. Otherwise, they won’t be able to understand what you’re trying to ask them, and your data will be compromised as a result.
Modifying your research methods to fit the local culture
Another important way to localise your market research is to modify your research methods to fit the local culture. This might involve changing the way you administer surveys, for example. In some cultures, it’s considered rude to ask personal questions directly. In others, people might be more likely to respond truthfully to anonymous surveys. Modifying your research methods to fit the local culture will help ensure that you get accurate data.
Conducting focus groups in different locations.
If you want to get a true sense of how people in different parts of the world interact with your product or service, it’s important to conduct focus groups in different locations. This will give you a chance to see how people in different cultures react to your research materials and methods, and it will help you gather data that is truly representative of the global market.
Advantages of market research localisation
Improved data quality
One of the main advantages of localising your market research is that it can lead to improved data quality. When you make an effort to tailor your research to the local market, you’re more likely to get accurate, high-quality data. This is because people will be able to understand your materials and answer your questions more easily.
More representative data
Another advantage of localising your market research is that it can lead to more representative data. If you only conduct research in one location, your data might not be representative of the entire market. But if you conduct research in multiple locations, you’ll be able to gather data that is more representative of the global market. This is because you’ll be able to account for different cultural nuances and preferences.
Higher response rates
Localising your market research can also lead to higher response rates. When people feel like they’re being communicated with in a way that is relevant to them, they’re more likely to respond. This is because they’ll be able to understand your materials and they’ll feel like their input is valued. As a result, you’ll be able to gather more data, and your data will be of a higher quality.
Greater customer insight
When you make an effort to understand the local market, you’ll be able to gain a deeper understanding of your clients. Understanding your client’s intentions, needs, and motivations is critical to making effective business decisions. For example, if you want to launch a new product in a foreign market, localising your market research can help you determine whether there is a need for the product, what the product should look like, and how it should be priced.
Better business decisions
Ultimately, localising your market research can help you make better business decisions. When you have accurate, high-quality data, you’ll be able to make informed decisions that are based on a deep understanding of the market. This will help you avoid making costly mistakes, and it will allow you to capitalise on opportunities in the market.
