This article is intended as a brief review and reminder of some valuable, yet often overlooked, techniques for collecting data on international markets and consumers.
When you think of market research, surveys are most likely the first technique that comes to mind. However, surveys are quantitative research, and to understand customer behavior and the social and cultural context in which our business will operate, we will also need to conduct qualitative research.
Qualitative methods are certainly a more appropriate option when it is necessary to investigate patterns and attitudes in customer behavior, understand the depth of the environment surrounding the customer, and understand the cultural characteristics that then influence a customer, especially when the salesperson is not present. Familiar with the country’s culture.
There are certain situations where qualitative research alone can provide the marketer with all the insights needed to make decisions and take action; while in some other cases quantitative research might also be needed.
We will stop at the main qualitative techniques and see how and where they can be used in international marketing.
Craig and Douglas (2000) mention three main types of qualitative data collection techniques:
– observation and quasi-observation techniques;
– projective techniques and in-depth interviews;
– creative group sessions (synectics).
1. Observation and quasi-observation techniques
Observational techniques involve the direct observation of phenomena (in our case, consumer behavior) in their natural environment. Observational research may be somewhat less reliable than quantitative research, but it is more valid and flexible as the vendor can change their approach when necessary.
The disadvantages are given by the limited behavioral variables and the fact that such data may not be generalizable: we can observe the behavior of a client in a certain moment and situation, but we cannot assume that all other clients will act in the same way. way.
Quasi-observational techniques are reported to have increased in use in recent decades, due to the large-scale use of surveillance cameras inside stores. Such techniques cost less than pure observation, as the costs associated with video surveillance and recording are much lower than an investigator’s salary; the tape can be viewed and analyzed at a later time, at the convenience of the marketer. By videotaping consumer behaviors, they can be asked to give feedback and insights on their thoughts and actions, while the conversation itself can be recorded and further analyzed.
pure observation: The salesperson observes the behavior of the clients in real life situations, either in the place or videotaping consumers (less intrusive). Video recording can be specifically recommended when studying patterns from different cultures, as we can easily compare tapping behaviors and highlight similarities and/or differences.
Trace Measurements: consist of collecting and recording the traces of consumer behavior. Such traces can be fingerprints or package tears, empty packages, trash can scans, and any other way a seller can think of (it’s all about creativity here!). In eMarketing, tracking measures come in the form of visits logged and hits: there are many professional applications that can help an emarketer analyze visitor behavior on their company website.
file measures: can be any type of historical records, public records, archives, libraries, collections of personal documents, etc. Such data can be very useful for analyzing behavioral trends and changes over time. Marketers can also identify the cultural values and attitudes of a population at a given time by studying media content and advertisements from the period in question.
drag measures: they are indirect techniques (compared to the previous ones) and consist of asking the interviewee to react to a certain stimulus or situation, when the real object of the investigation is totally different. The salesperson plants the real stimulus among many false ones and studies the reactions. The method is quite discreet and the seller can collect valuable and non-reactive data. When the interviewee becomes aware of the true topic under investigation, he may change behavior and compromise the study.
protocols: They are another observational market research technique that asks respondents to think out loud and verbally express all their thoughts during the decision-making process. Protocols are invaluable in determining the factors of importance to a sale and can be collected on both real and simulated shopping trips.
2. Projective techniques
Such techniques are based on the respondent’s performance of certain tasks assigned by the marketer. The purpose is that consumers (respondents) express their unconscious beliefs through projective stimuli; to express associations towards various symbols, images, signs.
Cooper (1996) suggests that projective techniques can be used successfully to:
– indicates emotional and rational reactions;
– provide verbal and non-verbal communication;
– give permission to express novel ideas;
– encourages fantasy, idiosyncrasy and originality;
– reduce social restrictions and censorship;
– encourages group members to share and “open up”.
Projective market research techniques can take the following forms, which are presented below.
collages – used to understand lifestyles and brand perceptions, respondents are asked to put together a collage using images and symbols from selected sets of stimuli or from magazines and newspapers of their choice.
Image Completion – certain images can be designed to express and visualize the topic under study and the respondents have to make associations and/or attribute words to the given images.
Analogies and metaphors they are used when a greater range of projection is needed, with more complexity and depth of ideas and thoughts about a certain brand, product, service, organization. Respondents are asked to freely express their association and analogies towards the object of study; or they may be asked to select from a set of stimuli (for example, photographs) those that fit the subject being examined.
psycho drawing is a technique that allows study participants to express a wide range of perceptions by drawing pictures of what they perceive the brand (or product, service) to be.
Personalization It consists of asking the respondents to treat the brand or product as if it were a person and start making associations or finding images of this person. This technique is especially recommended to understand what type of personality consumers assign to a brand/product/service.
3. In-depth interviews
These market research techniques emphasize verbal communication and are particularly effective when it comes to uncovering underlying attitudes and motivations towards a specific product or market/consumption situation.
In-depth individual interviews. they are done in a person-to-person setting and the interviewer can get very specific and precise answers. These interviews are common in B2B market research practices, for example when a company conducts product research among its existing corporate clients.
Interviews can be conducted over the phone or through internet-based means, from a centralized location: this can greatly reduce the costs associated with market research, and the results are almost as accurate as face-to-face interviews. The only drawback would be the lack of non-verbal visual communication.
Focus groups they are basically discussions conducted by a researcher with a group of respondents who are considered representative of the target market.
These meetings are usually held in an informal setting and are moderated by the researcher. Videotaping sessions is common these days and you can add more sources of analysis at a later time.
Focus groups are perhaps the ideal technique, if they are available in terms of costs and time, to test new ideas and concepts towards brands and products; to study customer response to creative media, such as advertisements and packaging design, or to spot trends in consumer attributes and perception. One of the important advantages of focus groups is the presence of several respondents at the same time, which provides some synergy. The disadvantages refer mainly to the costs involved and the scarcity of good professionals to carry out the interviews and discussions.
To conclude, we must note the importance of non-survey data collection techniques in market research today. Not only do they provide greater depth of analysis, but they can be completed in much less time than surveys and are more suitable for use during the exploratory phases of international market research.