Will a new population enjoy a particular product or service? What kinds of ads are successful overseas? These are all questions that should be answered by a market research company before launching internationally
Breaking into an international market is difficult. Aric Saulka, manager of North American client development at Euromonitor International, a strategic market research firm, says his clients have learned this the hard way time and again.
“I could tell you from experience that a lot of the organizations we’ve worked with are very used to working inside the U.S.,” he says. “A lot of times, they will come to us and say ‘We were thinking about international expansion.’ We start to work with them, they start to dive into our systems and they’re just [baffled].”
Many companies don’t realize just how intricate breaking into an international market can be. Saulka says certain organizations are “spoiled” from years of access to U.S. data, as no other country in the world is set up with a network of information quite like the U.S. To make a move into a new market, it is imperative to have good statistics, information and access to creativity.
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Hal Conick is a freelance writer for the AMA’s magazines and e-newsletters. He can be reached at halconick@gmail.com or on Twitter at @HalConick.