Multi-market Research: Lessons From 20 Countries
22nd April 2025
In today’s globalised marketplace, the value of multi-market research is clear: brands gain insight into customer behaviour, market potential and cultural preferences across borders. But anyone who has worked on a multi-country study knows that the process is rarely straightforward.
At Foreign Tongues, we have supported over 4,000 studies across 20+ countries — from quick-turn concept tests in five languages to longitudinal brand trackers in fifteen. Each project is unique, but patterns emerge. Here are some of the key lessons we have learned translating and localising research across the globe.
- One Survey Does Not Fit All
It is tempting to design one “master” survey and simply translate it. But literal translation is not always appropriate — particularly when cultural nuances or local assumptions affect how questions are perceived.
For example, a “household decision-maker” question that works in the UK may feel intrusive or unclear in Japan or India. Terms like “middle class” or “standard of living” can mean very different things depending on the country.
Lesson: Always localise, not just translate. Partner with native linguists who understand both the research goals and the local context.
- Standardisation vs. Flexibility: Balance Is Key
In multi-market studies, consistency is vital for comparative analysis. But forcing every country into an identical format can lead to clumsy results.
Take rating scales: a 1–10 scale might be intuitive in Europe, but in Latin America, respondents often prefer 1–5 or verbal anchors. In some cultures, people avoid extreme ratings altogether — skewing your data if not accounted for.
Lesson: Create a framework that allows for minor localisation without compromising overall comparability.
- Timelines Are Tighter Than You Think
Multi-market research usually runs on a tight schedule. Adding languages means adding moving parts — and that includes time zones, approvals, edits and proof-readings.
A common challenge we see? Delays caused by last-minute survey changes in English, long after translations have begun.
Lesson: Finalise your source content before translation begins. Build in buffer time for review and validation in each market.
- Not All Translation is Equal
Generic translation services or machine translation tools are not built for the demands of market research. Respondent-facing content must be linguistically accurate, culturally sensitive and methodologically sound.
We have seen cases where mistranslated terminology led to skewed data — or worse, non-compliance in regulated markets. One Client came to us for support after a poorly translated health survey in German caused a 45% drop-out rate.
Lesson: Use specialist translators who know market research. Better yet, choose a partner who reviews every version before it goes live.
- In-Country Reviewers Are Your Allies (When Managed Well)
Involving local stakeholders or Client-side teams in review is great — but without a clear process, it can become chaotic. Multiple reviewers giving conflicting feedback is one of the most common pain points we help Clients navigate.
Lesson: Define a single point of contact in each market and clarify review timelines. Our tip: use tracked changes and annotated comments to keep feedback transparent and efficient.
- Open-Ended Responses Are a Treasure Trove — If You Can Understand Them
Verbatim responses can unlock rich qualitative insight, but only if accurately translated. We have found that literal translations often miss nuance, humour or emotion — all of which are key in brand or concept testing.
Lesson: Use linguists trained in qualitative analysis. It is not just about what was said, but how and why.
- Technology Helps, But People Make It Work
We use the latest translation memory tools and quality assurance tech to speed up and standardise our work — but none of it replaces human expertise.
Lesson: Invest in both the tech and the talent. A great translation partner blends efficiency with empathy, insight and cultural intelligence.
Final Thought: Words Matter More Than Ever
In a world where insights fuel billion-pound decisions, research translation is not a box-ticking exercise — it is a strategic advantage. Clarity, nuance and cultural alignment can be the difference between actionable insight and misleading noise.
At Foreign Tongues, we are proud to support agencies, brands and research firms in navigating the complexity of multi-market research. With experience across 20+ countries and counting, we know what it takes to bring voices from every market into the conversation.
Need help with your next multi-country study?
Let’s make sure every respondent — in every language — feels heard.
