Local Research, Global Growth
Good Morning Brand Explorers! 🌍🌎🌏
Local research is essential for any brand that wants to successfully expand into new markets.
By understanding the local culture, consumer preferences, and competitive landscape, you can develop strategies that are tailored to the specific needs and wants of your target audience.
Research Tools
There are a variety of research tools available, including:
Secondary research: This involves collecting data from existing sources, such as government reports, industry publications, and social media.
Secondary research can be a good way to get an overview of a new market and identify potential opportunities.
Primary research: This involves collecting new data directly from consumers, such as through surveys, interviews, and focus groups.
Primary research can be more expensive and time-consuming than secondary research, but it can provide more in-depth insights into the target market.
Choosing Research Tools
When choosing research tools, it is important to consider the specific needs of your brand and the target market you are trying to reach.
Example
If you are launching a new product in a foreign market, you may want to conduct primary research to understand consumer awareness of and interest in your product.
Case Study 1 - Duolingo
Duolingo is a free language learning app that offers courses in over 100 languages.
By partnering with local businesses and organizations, Duolingo has been able to offer tailored language courses that meet the needs of specific target audiences.
Example
In 2018, Duolingo partnered with the Indian government to launch a Hindi language course.
The course was designed to help Indians learn English, which is the language of business and education in India.
The course was a huge success, with over 1 million Indians signing up in the first month.
Outcome
Duolingo's success in India is a great example of how brands can use local research to identify and meet the needs of specific target audiences in new markets.
By partnering with the Indian government and offering a tailored language course, Duolingo was able to make it easier for Indians to learn English and access opportunities in business and education.
Case Study 2 - Tesla
Tesla is a pioneer in the electric vehicle industry. Tesla's cars produce zero emissions, which helps to reduce air pollution and greenhouse gas emissions.
Tesla has also invested heavily in solar and battery technology, which helps to make its cars even more sustainable.
Example
In 2021, Tesla launched its first Supercharger station in China. Superchargers are high-powered charging stations that allow Tesla owners to charge their cars quickly and easily.
Tesla has also announced plans to build a Gigafactory in China, which will help the company to produce more cars and meet the growing demand for electric vehicles in the country.
Outcome
Tesla's investment in China is a great example of how brands can use local research to identify and meet the needs of specific target audiences in new markets.
By launching Supercharger stations and building a Gigafactory in China, Tesla is making it easier for Chinese consumers to switch to electric vehicles and reduce their environmental impact.
Key Takeaways
By understanding the local culture, consumer preferences, and competitive landscape, you can develop strategies that are tailored to the specific needs and wants of your target audience.
Use online research tools. There are a number of online research tools available that can help you collect data from consumers around the world.
Secondary Research Tools: GoogleScholar, JSTOR, PubMed, Factiva, Euromonitor International
Primary Research Tools: SurveyMonkey, Qualtrics, UserTesting, Hotjar, Lookback
Translate your research materials. If you are conducting primary research in a foreign language, be sure to translate your research materials into the local language.
This will ensure that you are able to collect accurate and reliable data
Be tailored to the local market.
Once you have a good understanding of the local market, tailor your products, services, and marketing messages accordingly.
Partner with local experts.
Partnering with local research firms, marketing agencies, or other businesses can give you access to valuable insights and expertise.
Partner with local influencers. Partnering with local influencers can help you reach your target audience and build trust.
For example, a beauty brand could partner with local beauty bloggers to promote its products.
Get involved in the local community. Sponsoring local events and donating to local charities is a great way to show your support for the community and build goodwill.
For example, a technology company could sponsor a local coding bootcamp for underprivileged students.
Tactical Strategies For Your Brand
Think about the type of data you need: Different research tools collect different types of data.
For example, if you need to collect demographic data, you may want to use a different tool than if you need to collect data on consumer preferences.
Consider your budget and resources: Some research tools can be expensive, so it is important to consider your budget when making a decision.
There are also a number of free and low-cost research tools available.
Read reviews and compare features: Once you have identified a few potential research tools, read reviews and compare features to choose the best tool for your needs.
Use local data to personalize your marketing messages.
For example, a travel company could use data on local weather patterns and popular tourist attractions to personalize its email marketing campaigns for different regions.
The Bottom Line?
Local research is essential for any brand that wants to successfully expand into new markets.
By using the right research tools and strategies, you can gain a deep understanding of your target market in each country they operate in.
This information can be used to develop strategies that are tailored to the specific needs and wants of local consumers, which can lead to increased growth and loyalty.
#GlobalizationThroughLocalization #InternationalExpansion #LocalResearchGlobalGrowth
