There has been a steady rise in the need to discover insights in countries beyond North America and Western Europe. As more organizations look to gain insights into new markets, there are some key factors that you need to be aware of:
Not every country is like North America or Western Europe, where not only is Internet penetration high, but can be accessed by multiple device types, from computers to tablets to mobile phones. There are countries where they skipped the computer stage of the Internet access age and jumped straight to mobile. From low Internet penetration to accessing the Internet through VPNs, or other avenues, all this needs to be kept in mind when you are trying to understand the number of completes you may get and how best to reach your target audience.
This ties in with how people use the Internet. With most of MENA, pockets of Latin America, Asia, and Europe accessing the Internet primarily via a mobile device, your survey design matters. To ensure you get the best results, your survey should be designed as device agnostic, so no matter the device it is taken on – it will give a respondent a good survey experience.
Different cultures react differently to certain questions or topics. Asking about income in some cultures may be fine, where others interpret it as family income rather than individual, or others may be too uncomfortable with the question and drop out. You need to understand how your target audience may react to your questions or the topics you are trying to uncover insights on.
You want to understand the local climate and current events. This can help in multiple ways. First, you can avoid a “non-local bias” where you may get a bias in your data because you don’t have a full understanding of the culture and its inner workings. The second benefit is that you will know what is going on, and it can help you avoid any potential problems or concerns, like trying to launch a study right after a natural disaster, a holiday, or something else.
Have you ever tried to answer a question not in your native tongue? It’s hard to get your thoughts and feelings across correctly. That’s why you should have your questions written in the local language of your target audience. This will ensure you can ask questions the most accurate way, and respondents can give their feedback – without any potential confusion due to language.
Want to learn more about how EMI can help you with your next international study? Click the link below to request a consultation.