Guide to Market Research For International Marketers

Expanding into new markets is exciting—but also a little daunting. Different countries have their own online landscapes, consumer habits, and business cultures. What works at home might flop abroad, and the last thing you want is to invest time and money only to realize too late that you missed a key detail.

That’s where market research comes in. A solid research strategy can make the difference between a smooth, successful entry into a new market and a costly misstep. This guide will walk you through why market research matters, when to conduct it, what it should cover, and how to use the results to make smart, data-driven decisions.

Introduction

Let’s talk about why market research is such a game-changer.

First, skipping market research can lead to costly mistakes. We’ve all heard stories of brands that completely misread a market and had to backpedal. Take Revlon, for example. When they launched a camellia-scented perfume in Brazil, they overlooked one tiny detail: camellias are funeral flowers there. Not exactly the fresh, uplifting vibe they were going for. Needless to say, it bombed, and the damage to their reputation wasn’t cheap to fix.