This document discusses developing market research skills for developing markets. It notes that MR is different in developing markets, with differences in sampling, fieldwork, social classification, language, timing, and working cultures. Researchers from developed markets are advised to do qualitative work to understand local cultures. Researchers in developing markets should build their MR, management, and marketing skills and challenge briefs to show local knowledge. Developing local clients is important as international clients provide most MR spending currently. Keeping up with trends and quality is key.

1. Developing MR skills for Developing Markets – NewMR Webinar
Phyllis Macfarlane, GfK, 2016
Developing MR skills for
Developing Markets
Phyllis Macfarlane
GfK
20 October 2016

2. 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!

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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.

9. 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.

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. Developing MR skills for Developing Markets – NewMR Webinar
Phyllis Macfarlane, GfK, 2016
Thank You!
Phyllis Macfarlane, GfK
phyllis.macfarlane@gb.com
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20. 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