We've all seen the advert where the hand-sign
which means 'that's great!' in America or Britain
turns out to mean something a whole lot less
charming in Spain, Italy or Turkey.
International marketing projects throw up a lot of
issues like this - as much about ‘turf’ and client politics as they are about the complexities of managing a
multi-country, multi-lingual research effort.
On the agency side, local research partners can
easily misunderstand or drift off-track if not carefully
briefed and directed from the centre.
On the client side, country managers often tend to ‘reject the transplant’ unless special pains are taken
to bring them along on the journey and allow them
to feel part- ownership.
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HOW WE DO IT
- Mature research partners: In each country we
work only with very experienced ownermanaged
agencies or freelancers, often
with client-side backgrounds which mean they
‘get’ the politics as well as the process.
- Piloting & de-risking: Concepts & research
techniques are thoroughly ‘road-tested’ &
optimised here in the UK before full, multicountry commitment. NB: Expat Supergroups™ can be a Godsend!
- Communication, communication, communication: We believe in full briefing calls,
day-after telephone downloads and very close inter-agency liaison at every stage of the process.
- Client participation: Local as well as
supra-national clients are always asked to be
present (by phone if not in person) at the
briefing and interim debriefing stages for each
country. In this and other ways we can help
secure engagement and reduce friction.
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We would love to tell you more about how we
tackle international NPD and brand-alignment, and we’ll contact you to tell you
more
CASE STUDIES
Recent projects for clients that have used the International Research technique:
Other Signature Techniques
You can also see our other 'Signature' products which may be the benefit to your marketing research:
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