As more and more brands expand internationally, conducting multi-country studies becomes a vital component of any research plan. Global studies are key for evaluating consumer and brand insights, and comparing countries to one another. However, when conducting multi-country studies, researchers face challenges in both fielding the research and interpreting results. Cultural differences have a significant impact on how respondents react and respond to the studies they take.

Research has been conducted to show that respondents in some countries are more comfortable responding with extremes while respondents in other countries may tend to respond with the midpoint. Some cultures embrace strong opinions while others favor staying neutral. In these instances, responses have more to do with cultural norms than the true opinions of the respondents.

Conducting multi-country research in the form of surveys is more effective than other forms of research. Keeping research consistent from one country to another is easier to do with a written survey than other forms of research that are more verbal in nature. Sampling and targeting must also be consistent across countries to allow for direct comparison of one country to another.

It is important to treat each country uniquely, even when tapping into multiple countries within a region. It is important to pay deference to cultural nuances such as which demographic questions are appropriate to ask and how to ask them.

When translating a survey, it is vital to rely on native speakers who can take into account the appropriate lingo and cultural context. Presenting a survey in different languages has an impact on design and user experience as well. Different languages need different amounts of space for the same content.

The human element of the researcher matters with multi-country studies. It is vital that the researcher who is evaluating the results of the survey understands cultural nuances and can take those into account when summarizing findings.