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  • Writer's pictureBruce Crandall

Keys to International Research Success

Today’s blog is about international research. I spent eight years with Coca-Cola directing Insights in Asia, and worked closely with teams in China and Japan, India and Indonesia, Vietnam, Thailand and the Philippines. Based on my Asia experience, I shared some suggestions with Bob Lederer, Editor and Publisher of RFL Communications, Inc. about things you can do to assure your international research is done right.

Do you remember the arcade game, Whack-a-Mole? Have you seen people “whacking” in all directions as toy moles pop up in various places and they try whack them with a mallet before they drop down. International research can leave you reacting like Whack-a-Mole to issues that seem to pop up out of nowhere.

  • Choose international know-how – My first tip is to be sure you work with a supplier or team with strong international know-how. You want someone who has been there and done that. (see video for more)

  • Design for mobile – Did you know that most people around the world only have access to a basic mobile phone, never mind tablets or laptops? Be sure to design for mobile from the start. (see video for more)

  • Think SMS and social as well as email – Internationally, people are far more connected using SMS and social media in many countries. Email works, but SMS and social will make a difference.

If you want even more guidance on International Research, download our tip sheet: International Research – 10 Tips for Doing it Right.

Here's the short video I created with Bob. Learn more about three important things you can do to keep Whack-a-Mole problems from ruining your international study.

I hope this has been helpful to you and welcome the opportunity to share more on international research in the future.


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