When I was in Tokyo last week on a client engagement involving packaging research, I decided to brave the sweltering heat and take a walk through the Oriental Bazaar.
As I was rummaging through stalls looking for a souvenir to bring back home for my nephew, I watched as a young Japanese mother held up a T-shirt featuring the "Jurassic Park" logo for her young son.
Then I looked a little closer, and saw that "Park" had been inadvertently translated as "Bank". The woman, unaware of the error, happily paid for her purchase and departed.
A sobering moment for those of us who conduct cross cultural marketing research.
Companies seeking to ensure that their products and services compete effectively increasingly need to develop business strategies that anticipate and respond to international markets. As a result, market research industry figures show an increase in global market research revenue in the last few years, despite a world-wide recession.
Qualitative research can be a highly effective tool for conducting international research.
It also presents some unique challenges. Here are a few strategies to help ensure the success of your next international qualitative research project:
It's all too easy for "P" to "become "B", or "R" become "N" when conducting research in diverse international environments. Knowledgeable and skillful implementation of these guidelines will help ensure that you obtain the information and insights required to solve your global marketing issues.
All the best,