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Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Developing	MR	skills	for	
Developing	Markets	
Phyllis	Macfarlane	
GfK	
	
	
20	October	2016
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Market	Research	is	different	in	developing	
markets	
•  As	a	researcher	from	a	developed	market	you	need	to	
understand	how	to	commission	and	manage	good	
quality	MR,	and	avoid	cultural	piAalls	–	which	can	be	
quite	disastrous	
•  As	a	researcher	in	a	developing	market	you	need	to	
handle	internaDonal	clients	and	do	good	work	for	
them,	and	you	need	to	be	growing	your	local	client	
base.	You	can’t	live	on	internaDonal	clients	alone!
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Some	Key	Differences:		1)	Sampling		
•  The	concept	of	NatRep	sampling	can	be	very	variable.	
It	may	not	cover	all	geography	or	all	social	classes.	
•  In	general	you	need	to	check	assumpDons	where	
sampling	is	concerned	
•  Researchers	in	Developing	Markets	–	be	aware	that	
clients	from	Developed	Markets	will	have	less	and	less	
experience/knowledge	of	F2F	sampling
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
What	is	‘NaJonally	RepresentaJve’?		
Source:	ESOMAR	GLOBAL	PRICES	STUDY		
Most	agencies	
offering	online	
U&A	research	
said	Nat	Rep	
WAS	possible	in	
their	country	
“If	a	client	asks	you	to	quote	for	500	interviews	on	aXtudes	towards	
TV	adverDsing,	with	a	naDonally	representaDve	sample	of	adults,	
what	would	you	assume	this	meant?	Please	describe	who	you	would	
interview	and	how	you	would	select	them,	in	your	own	words.”	
	
44%	
34%	
22%	
Quota	
Random	
Urban	
area	
76%	min	age	=	18	
5%	min	age	over	18	(1	case	=	28	years)	
20%	min	age	under	18	(min	=	8	years)	
51%	did	not	specify	an	upper	age	limit	
16%	said	65	years	
22%	specified	under	65	years	(min	=	45	years)	
11%	said	an	age	over	65	years
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
4	Top	Tips		
Source:	ESOMAR	GLOBAL	PRICES	STUDY		
One	
•  ASSUME	makes	an	ASS	of	U	and	ME	
Two	
•  Supplier	write	in	their	own	words	their	proposed	steps	
Three	
•  Supplier	to	describe	who	will	NOT	be	included	in	the	research	
Four	
•  Ask	what	other	bills/expenses	you	might	be	responsible	for
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Some	Key	Differences:		2)	Fieldwork	
•  Fieldwork	in	developing	markets	is	sDll	done	mainly	face-to-face	
•  Be	aware	that	quality	can	be	variable	for	both	qual	and	quant	fieldwork	–	
Interviewers,	in	general,	are	not	well	trained,	and	certainly	not	well	paid.	
Some	may	subcontract	to	friends.	CheaDng	may	occur.	
•  Insist	that	a	good	personal	briefing	is	given	–	by	someone	who	
understands	the	project	fully	-	include	training		on	any	difficult	aspects	of	
the	project	
•  	Things	are	vastly	improving	with	the	use	of	mobile	phones	as	CAPI	devices	
–	but	be	sure	that	the	stated		quality	processes	are	actually	followed	
•  Especially	with	Group	discussions	–	check	that	respondents	do	qualify
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Switzerland	
281	
USA	
237	
Singapore	221	
Sweden	
202	
Sri	Lanka	
29	
Ukraine	
39	
Pakistan	
46	
Romania	
56	
Kenya	
56	
Price	Index	
100	=	Global	Median	
U&A	and	FGD	 Source:	ESOMAR	Global	Pricing	Study
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Some	Key	Differences:	3)	Social	ClassificaJon	
•  Social	ClassificaDon	–	is	very	different	in	developing	markets	–	it	is	not	necessarily	
based	on	your	job,	as	in	developed	markets.		
•  People	osen	have	mulDple	jobs	in	emerging	markets.		
•  Or	live	at	subsistence	level.		
•  Understand	what	is	used	locally.	
•  In	Africa,	for	example,	special	methods,	based	on	ownership	of	products,	have	
been	developed.	
•  SomeDmes	both	approaches	are	used	–	to	give	flexibility.
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Some	Key	Differences:	4)	
	Language	and	CommunicaJons	
•  Language	–	check	what	language	the	quesDonnaire	is	translated	into	–	are	
more	languages	needed?	How	is	that	managed?	
•  SomeDmes	it	is	les	to	Interviewers	to	translate	into	local	languages		-	
meanings	may	be	changed.	
•  For	example	in	Rwanda	asking	respondents	to	think	about	their	‘business’	as	
separate	from	their	‘product’	–	did	not	work	–	their	language	did	not	
disDnguish.	‘Strength’	and	‘Power’	may	be	the	same	word	in	local	language.	
•  CommunicaDons	–	both	sides	will	misunderstand	and	be	misunderstood	–	it’s	
inevitable.	Be	disciplined	–	write	everything	down	clearly,	and	check,	check	
and	check	again.
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Researchers	from	developed	markets		
–	Always	do	some	qualitaJve	work	
•  It	is	just	too	easy	to	assume	that	other	cultures	work	like	your	own	
–	they	osen	don’t.	I	recommend	that	you	should	always	do	some	
qualitaDve	work	–	or	at	least	read	any	prior	qual	work	that	has	
been	done	
•  You	will	not	understand	the	culture	otherwise	–	and	you	will	make	
mistakes
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Some	Key	Differences:	5)	Timing	and	Responsiveness	
•  Things	can	go	wrong	everywhere	–	but	they	are	more	likely	
to	in	developing	markets	where	the	infrastructure	is	less	
established	–	especially	outside	major	ciDes	
•  And	‘process’	is	less	developed	in	emerging	markets	–	there	
is	less	conDngency	planning.	‘Plan	B’	is	not	a	well	used	
concept	
•  There	may	not	be	clear	structures	if	someone	is	ill	or	called	
away	–	make	sure	that	you	know	the	team
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Some	Key	Differences:	
	6)	Working	cultures	may	be	different	
	
•  In	general,	society	in	developing	markets	is	more	hierarchical	
•  Researchers	are	not	encouraged	to	challenge	clients	
•  They	are	also	not	encouraged	to	develop	themselves	too	much	
–	in	case	they	move	on	
•  They	are	not	expected	to	give	business	advice	
•  Not	used	to	high-level,	sophisDcated	PPT	presentaDons
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Some	Key	Differences:		
6)	Working	cultures	may	be	different	
•  European	and	US	agencies	tend	to	be	large	and	very	organised	
–	and	process	driven	
•  They	tend	not	to	be	aware	of	the	issues	researchers	face	in	
their	country	–	or	knowledgeable	about	the	techniques	used	
•  They	are	demanding	of	process	and	technology	and	Dming	
•  KISH	grid	–	known	to	some	but	not	to	others
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Researchers	in	Developing	Markets		
-	Amend	your	‘culture’	for	the	new	world	of	MR	
•  Challenge	the	brief	–	especially	if	it	asks	for	things	that	are	not	
appropriate	in	your	country	
•  Ask	quesDons	–	make	sure	that	you	understand	
•  Show	your	local	knowledge/experience	
•  Learn	to	give	advice
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Researchers	in	Developing	Markets		
-	Build	your	MR	skills	
•  The	world	of	market	research	is	changing	fast	–	don’t	think	
that	new	techniques	won’t	get	to	you	soon	–	be	prepared	
•  Read	papers	and	watch	presentaDons	from	ESOMAR	and	local	
associaDons	–	especially	about	new	techniques	
•  Think	all	the	Dme	–‘how	would	that	work	here?’	
•  You	are	going	to	leap-frog	some	areas	of	development	–	be	
prepared
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Researchers	in	Developing	Markets		
-	Build	your	General	Management	and	MarkeJng	Skills	
	
•  Market	research	is	no	longer	a	niche	business	–	we	compete	
with	management	consultants	and	technology	businesses	
•  Market	research	is	no	longer	about	just	surveys	–	you	need	to	
understand	the	world	of	business	and	markeDng,	in	the	broadest	
sense	
•  If	you	can,	find	yourself	a	mentor.	Advice	and	another	point	of	
view	are	always	useful		
•  And	always	think	entrepreneurially
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Building	Local	Clients	is	SO	important	
•  Very	high	proporDons	of	the	total	MR	spend	in	developing	markets	
comes	from	InternaDonal	clients	–	Commercial	companies	or	NGO’s		
•  Local	companies	tend	to	be	wary	of	MR	–	they	think	it’s	expensive,	
and	are	not	sure	how	to	use	it.	And	they	don’t	have	the	Dme	
•  You	need	to	constantly	promote	the	value	and	use	of	MR	–	
preferably	through	the	local	MR	AssociaDon,	or	just	do	it	yourself.	
Offer	to	lecture	at	the	local	University!	
•  Research	does	not	have	to	be	expensive	–	and	every	business		
needs	evidence	for	decision	making
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Summary	
•  We	live	in	a	world	where	skills	constantly	need	to	be	updated	–	keep	up	with	
all	the	new	trends	in	research,	and	think	how	they	can	be	applied	in	your	
parDcular	market	
•  Never	make	assumpDons	unDl	you	know	how	a	country	works	–	it’s	all	too	
easy	to	get	it	wrong	
•  Quality,	quality	and	quality	must	be	your	passions		
•  Don’t	get	stuck	in	a	niche	–	market	research	sits	within	a	much	bigger	
‘informaDon’	market	–	you	need	to	understand	how	business	and	markeDng	
work	generally	
•  Make	it	a	personal	responsibility	to	promote	the	value	of	MR	amongst	local	
businesses
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Thank	You!	
	
	
Phyllis	Macfarlane,	GfK	
phyllis.macfarlane@gb.com	
Your	
Photo
Developing	MR	skills	for		Developing	Markets	–	NewMR	Webinar	
Phyllis	Macfarlane,	GfK,	2016	
Q	&	A	
Sue	York	
The	Handbook	of	
Mobile	Market	Research	
Phyllis	Macfarlane	
GfK

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