Editor’s note: Susan McCullough and Tom Pearson are managing directors with MarketResponse International USA, Minneapolis.
Even for those with experience in the international realm, conducting qualitative, multi-country research may at times seem like attempting to run an obstacle course while safely carrying an egg on a spoon.
Too often, standard domestic approaches may not address the key emotional motivators of today’s global consumer. Truly, each international research study must be looked at with a unique perspective, specific to the particular country or countries in which the research is being conducted. It is not language nuances alone which are a factor here - the cultural gap is often the more dominant obstacle in any international research endeavor.
The key to success is to clearly communicate the research goals while at the same time maintaining a flexible mindset.
Cultural perspective
Will focus group participants in China be hesitant to respond for fear that the government will use what they say against them? Is it possible to conduct a focus group in two hours in Brazil, where drinking and socializing are often an integral part of the research experience? Are Germans too rational to provide meaningful responses to emotional image questions?
The answer to all of these questions is both yes and no. Language differences will underscore the need for clear communication, but shouldn’t present an insurmountable obstacle to information gathering. However, diligent attention to cultural subtleties is critical, especially when conducting a multi-country study. It is important to realize that while the core methodology used will remain basically the same from country to country, even within the same study, what works in one country will likely need to be modified for the next. By balancing adaptability and adherence to research objectives, you can generate the desired output that is comparable from country to country.
Overcoming the obstacles
Experience in multicultural, multinational qualitative research methods is key in knowing what it takes to adapt from country to country and deliver comparable, culturally sensitive results. An important element for success is to travel to each country and work individually with every moderator. Going eyeball-to-eyeball with local moderators helps them understand the research hypotheses and assists them in asking probing questions in a manner appropriate for their culture.
An additional approach for communicating the research objectives is to design a comprehensive interview guide that is detailed enough to spell out the information sought, but flexible enough to allow moderators to tailor the questions as they deem appropriate. Insisting that questions be literally translated into the local language may not be the best way to obtain information. Communicating the desired result, then allowing the translator and moderator to approach the question from a local perspective, has proven both efficient and effective. No doubt about it, translating the guide and working with moderators is an interactive process. With international qualitative research, you are constantly toeing the line between controlling ambiguity and maintaining flexibility. Using an international qualitative analyst who has experience working with moderators and local agencies in multiple country studies has proven to be invaluable in successfully accomplishing this balance.
Once the qualitative analyst and moderator reach an understanding on the interviewing guide, it’s time to begin. Just as with a domestic qualitative study, the international qualitative analyst will observe the focus groups in action, then hold a debriefing with the moderator. The debriefing is particularly important in global research because the moderator lends cultural insights and perspectives to what may not have been apparent in the analyst’s observations. This "cultural disaster check" is a critical step in any international study.
Crossing the finish line
There are unquestionably an infinite number of obstacles one may face when conducting international qualitative research. To achieve your goals, one of the most important items to consider is that of flexibility. Flexibility will enable you to see beyond the standard, domestic approaches and techniques and allow a deeper understanding of the cultural and sociological circumstances that exist in different regions of the world. Conducting meaningful multi-country qualitative research requires a delicate balance of both flexibility and firmness to properly gather and analyze the information you need when making crucial business decisions.
The obstacle course is a treacherous one, but with the appropriate level of attention and homework dedicated to understanding cultural gaps and their implications, it is one that can be run successfully. But remember to keep your head up because language is only one of the many hurdles along the course.