The Challenges of Global Data Collection

Transcription

1 SIS International Custom Research The Challenges of Global Data Collection Presented by SIS International Research 2008 Navigate the Global Economy 1

2 Outline of Presentation Global Data Collection A Perspective The Challenge of Global Data Collection - The Situation/Task-Case Study! Step #1: Review the Previous Research! Step #2: Contact Your Internal International Offices! Step #3 Develop a Global Research Plan! Step #4 Secondary Literature Search! Step #5 Start Digging for the Data with Government Statistic! Step #6 Develop a List of Questions for the Primary Research! Step #7 Comparative Interview Methods! Step #8 Analytical Methods for Global Data Collection! Step #9 Global Data Collection - Ongoing Tracking Methods! Conclusions Navigate the Global Economy 2

3 Global Data Collection A Perspective The Fieldwork and Paper Era [US and Europe] Growth of Market Research [US and Western Europe] Face-to-face Surveys, Door-to-Door Surveys, Focus Groups Growth of data processing or tabulating firms/houses Growth of Directories [e.g. Encyclopedia of Associations] Growth of Trade Journals and Industry Publications Growth of Trade Associations [e.g. American Management Association, etc.] Navigate the Global Economy 3

4 Global Data Collection A Perspective (continued) Emergence of the Electronic Age [US, Europe, Japan] Growth of Telephone Market Research Surveys Application of sophisticated focus groups techniques Growth of online databases [Dialog, Lexis Nexis] Emergence of Search Engines [e.g. Hoover] Growth of Corporate Information Centers Growth of Document Management and Storage Systems Evolution of Electronic Libraries Evolution of the Intranet Growth of Competitive Intelligence Department/Functions Development of Internal Corporate Intelligence systems Navigate the Global Economy 4

5 Global Data Collection A Perspective (continued) The Electronic Data Capture Era [US and Western Europe, Japan] The Fall of Communism [emergence of Central European countries Poland, Hungry and The Czech Republic] Evolution of the CD Rom massive development of CD Rom products Newswire services and database publishers expand with global coverage Knowledge Management Systems are developed from Lotus Notes Fax Mania Growth of international market research firms Enhanced word processing Word Perfect, Word Enhanced graphic packages Harvard Graphics, Power Point Modem transfer of data Emergence of the Internet Growth of International data bases [Compass, etc.] YET While the world was beginning to emerge into a Global Market Place, most countries still conducted research and business in their local language Navigate the Global Economy 5

6 Global Data Collection A Perspective (continued) The Global Superhighway The Internet Age The Internet allows for linking and the flow of data from North America, Europe, Latin America, Asia and The Middle East Global expansion fuels global market research Directories go global Aggregators of newswires develop Internet-friendly search engines Traditional publishers develop Internet products Microsoft becomes the global standards A laptop in every home - global connectivity Access to information anytime, anywhere via any language Navigate the Global Economy 6

7 Global Data Collection A Perspective (continued) Access to Global Information yet another set of issues The world has adopted English as the global business language 9/11/2001 changed the world the new world landscape Safe haven countries [North America, Europe, and Modern Asia] Countries with terrorism issues of data security Emergence and growth of internet surveys Consolidation in traditional market research firms Migration of directories, market research studies and government data to online Intense competition between the Internet Service Providers Downsizing of market research and consulting staffs in corporations and organizations Increased demands for rapid global data collection and interpretation of the data into intelligence Navigate the Global Economy 7

8 The Challenge of Global Data Collection The Situation/Task Case Study: You have just taken a new position as Manager of Global Research for a large global manufacturer of medical devices that are manufactured and sold in multiple markets throughout the world. Your task is to get up to speed as quickly as possible. While the firm has developed a new wound care product in the US, they are considering the potential manufacturing and distribution of this device in the European, Latin American and Asian markets. Navigate the Global Economy 8

9 The Challenge of Global Data Collection (continued) Where do you start? The Situation/Task Case Study: How do you locate the appropriate primary and secondary sources in each country or region for each product line? How do you identify the current and potential manufacturers [competitors], suppliers, distributors and How do you project the potential sales and rate the potential for success in these markets? How do you measure customer satisfaction in these markets? Navigate the Global Economy 9

10 Step #1: Review the Previous Research In this case, secondary and primary research conducted in the US market Secondary literature and statistics -- Number of patients with chronic wound care -- Private vs. public hospitals -- Method of treatment -- Search of current [known] competitors who manufacture wound care devices -- Profile of current competitors via visiting their websites and securing their sales literature Navigate the Global Economy 10

11 Step #1: Review the Previous Research (Cont) Primary Research Primary interviews of nurses, hospital purchasing agents, physicians Supplier and distributor interviews Competitor Research/Interviews Competitor prices and literature Navigate the Global Economy 11

12 Step #1: Review the Previous Research (Cont.)! Overall Research Findings o The initial analysis revealed that your firm may have a competitive advantage over the existing two competitors in the US. o Your new product appears to have a technological and pricing competitive edge in the US. Your task is to determine if the product has the same competitive edge in Europe, Asia and Latin America and to develop a marketing plan for entry into these regions. Navigate the Global Economy 12

13 Step #2: Contact Your Internal International Offices Contact your European, Latin American and Asian Regional Sales and Manufacturing offices Obtain any previous research, data, statistics, and rumors they may have heard from the field sales force in these countries Ask for suggested sources and people to interview Have them educate you as to the local healthcare systems in these countries Develop a research plan which identifies the holes to be filled Navigate the Global Economy 13

14 Step #3 Develop a Global Research Plan Sample Research Plan for Europe Information Requirements UK France Germany Spain Italy Netherlands Internet search yield Secondary Data # patients # hospitals --private --public Growth of critical care units Navigate the Global Economy 14

15 Step #3 Develop a Global Research Plan Information Requirements UK France Germany Spain Italy Netherlands Primary Research Nurse interviews Hospital Admin interviews Physician interviews Navigate the Global Economy 15

16 Step #3 Develop a Global Research Plan Information Requirements UK France Germany Spain Italy Netherlands Competitor Interviews Distributors Competitors Suppliers Analysis of Information Market Projections Development of Global Market Plan [US, Europe, Asia, Latin America Navigate the Global Economy 16

17 Step #4 Secondary Literature Search I. The Large Providers In 2004: The Internet - a global information intelligence marketplace. -- Aggregators of newswires and published sources -- Some of these sources offer access to market research studies Factiva - Lexis/Nexis - Dialog/Newsedge - Hoover Dunn & Bradshreet Select search engines Skill is required in searching these large databases as further filter information may be helpful in securing specific information. Navigate the Global Economy 17

18 Step #4 Secondary Literature Search II. Secure Previous Market Research and Intermediary Reports if they contain relevant information Datamonitor Factiva Economist Intelligence Frost & Sullivan Fredonia AC Nielsen Forrester Group Find/SVP Ovid Snapshots International Many others Navigate the Global Economy 18

19 Step #5: Start Digging for the Data with Government Statistics To determine the number of cases of chronic wound care patients in European, Asian and Latin American countries, government sources are the best place to start. Call your consulate or embassy in each country UK NHS National Health Services website Germany, France - National Statistics bureaus Netherlands Individual regional healthcare websites Japan Government publishes numerous export statistics Obtain financial analyst reports Brazil Universities are the best source of published information Mexico Government data is available Navigate the Global Economy 19

20 Step #5 Start Digging for the Data with Government Statistics Limitations of Secondary Research in International Markets 1. Avoid using a single data source can be dangerous --There is either no relevant data --There is too much conflicting data --All secondary data needs to be cross-checked 2. The national statistics may reflect a political angle may not reflect the true situation --e.g. High birth rates to prove the need for more secondary schools --e.g. Altering agricultural output figures in the EU to impact trade policies!3. Differences in data sources in countries within regions -- all data is comparable within regions if you understand the difference of definitions and the political context on which the data is produced. Navigate the Global Economy 20

21 Step #6 Develop a List of Questions for holes to be filled Develop a primary research plan Segment Europe Asia Latin America Global Analysis Hospital Administrator Physicians Nurses Competitors Suppliers Distributors Key Opinion Leaders Others Navigate the Global Economy 21

22 Step #6 Guidelines for Primary Research Data Collection [cont.] We now have a global information intelligence marketplace in the Internet. 1. Avoid face to face interviews --In the age of mobile phones and the Internet, the intelligence yield is higher with phone calls 2. Conduct the interviews in the local language --You may have to hire an international market research firm 3. Avoid running projects during vacation periods --e.g. interviews in France in August 4. Avoid interviewing within the same country --For obtaining sensitive data, better results when calling from another country or when consultants visit from another country [e.g. visit Japan for an interview] Navigate the Global Economy 22

23 Step #7 Comparative Interview Methods ANALYTICAL METHODS Key analytical methods for three regions EU COUNTRIES ASIAN COUNTIRES LATIN AMERICAN COUNTIRES SECONDARY RESEARCH SOURCES/ GOVERNMENT SOURCES EXPERT INTERVIEWS Good and reliable sources National statistics usually more reliable than European summaries Beware differences in definitions and do not trust a single source. Much of the data is now on the Internet. This is similar in all regions. Always go to the top or as high as possible in an organization Experts love to talk about their specialty and area of knowledge Mostly good and reliable sources Beware differences in definitions Other no multiple sources, you need to understand and rely on the single source Be aware of the political angle. Some of the data is now on the Internet. Always go to the top or as high as possible in an organization Experts love to talk about their specialty and area of knowledge Beware of the expert trying to prove a point and of being lightyears ahead of the market. Now mostly good and reliable sources Beware differences in definitions Other no multiple sources, so you need to understand and rely on the single source. Some of the data is now on the Internet. Always go to the top or as high as possible in an organization. Experts love to talk about their specialty and area of knowledge Beware of the expert trying to prove a point and of being lightyears ahead of the market. COMPETITOR INTERVIEWS Similar in all regions. You must go as high as feasible, as only senior people know what is really sensitive information. Talk about their competitors not the actual company interviewed. You must go as high as feasible, as only senior people know what is really sensitive information Beware of respondents trying to sell their company and enhancing their own position. You must go as high as feasible, as only senior people know what is really sensitive information. Navigate the Global Economy 23

24 Step #7 Comparative Interview Methods Key analytical methods for three regions (Continued) ANALYTICAL METHODS EU COUNTRIES ASIAN COUNTIRES LATIN AMERICAN COUNTIRES DISTRIBUTOR INTERVIEWS These can be a rich source of information. Again, talk at the highest level. These can be a rich source of information. Again, talk at the highest level. These can be a rich source of information. Again, talk at the highest level. SALES REPS/ SALESMEN These can be a rich source of information especially if you can find ex-salesmen to talk about their previous employer. Not such a good source in these countries. Not such a good source in these countries. CUSTOMER INTERVIEWS Customers often know little about their suppliers or a particular market in general. Good for information about their relationships with key suppliers. Not so good for pricing and volume sales information. Customers often know very little about their suppliers or a particular market in general. Good for information about their relationships with key suppliers. Often useless for pricing and volume sales information. Customers often know next to nothing about their suppliers or the market in general. Good for information about relationships with their key suppliers. Useless for pricing and volume sales information Navigate the Global Economy 24

25 Step #8 Analytical Methods for Global Data Collection Regional Roll Up Analysis The secondary and primary research data must be analyzed within the political and environmental context of each country and region. Strategic Analysis Key Regional Findings France, Germany, UK, Spain Country Analysis Navigate the Global Economy 25

26 Step #8 Analytical Methods for Global Data Collection [cont.] Global Roll Up Analysis The global analysis requires normalization of the data to project the number of units that can be sold by country and on a global basis. Strategic Analysis Key Regional Findings North America, Europe, Asia, Middle East Regional Analysis Navigate the Global Economy 26

27 Step #9 Global Data Collection- Ongoing Tracking Methods The potential market can be tracked on an ongoing basis through: Monthly scanning the secondary literature sources and the Internet for changes in the data and the competitor movements Quarterly and semi-annual interviews to key individuals in the market segment pipeline The Result: A dynamic marketing plan that is proactive and has a clear entry into international markets with reduced risk in the market place Navigate the Global Economy 27

28 Conclusions Using this checklist, you have successfully met the challenge of global data collection. It is important to secure the feedback of the local regional international offices for their feedback on your research. International markets must continually be monitored as local market and competitive conditions can rapidly change due to economic conditions [e.g. China] and due to political events [e.g. terrorism: Philippines, Indonesia] If possible, attend international research conferences to ensure that you are up-to-date on the latest information sources that are available on the market. Navigate the Global Economy 28