Why good market research matters in global expansion

To really understand customer behaviour, global brands turn to qualitative research. It is a way to explore people’s thoughts, feelings and experiences. Unlike quantitative research, which deals with numbers and stats, qualitative research is about words, stories and meanings.

It often involves speaking with customers in interviews, listening to what they say in focus groups, and reading their views and comments.

In short, qualitative research asks why and how, not just how many. It’s based on open-ended questions.

That’s why companies like McDonald’s tailor their menus in every country. In Belgium they serve beer in 33 ml sizes, and in Chile, you’ll find ‘McPollo’, breaded chicken with guacamole.

Dunkin’ Donuts adjusts its offerings in every country they operate. In China, they’ve have dry pork and seaweed donuts on the menu.

And then there’s the long list of failures, often caused by cultural blind spots.

Success stories in global markets show us time and again how language and culture play a key role in credible market research.

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