Challenges of global data collection sis international

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SIS International

Custom Research

The Challenges of

Global Data Collection

Presented by SIS International Research

2008


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


Global Data Collection –

A Perspective

1970-1980 “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.]



A Perspective (continued)

1980-1990 – “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




1990-1995 “The Electronic Data Capture Era”[US and Western Europe, Japan]

• “The Fall of Communism” [emergence of Central European countries –Poland, Hungry and The CzechRepublic]

• 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 conductedresearch and business in their local language”




1995-2000 “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




2000-2003 “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


The Challenge of

Global Data Collection

The Situation/Task – Case Study:

• You have just taken a new position as Manager of Global Researchfor a large global manufacturer of medical devices that aremanufactured 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 ofthis device in the European, Latin American and Asian markets.


The Challenge of Global

Data Collection (continued)

The Situation/Task – Case Study:

• Where do you start?

• How do you locate the appropriate primary and secondary sources ineach country or region for each product line?

• How do you identify the current and potential manufacturers[competitors], suppliers, distributors and How do you project thepotential sales and rate the potential for success in these markets?

• How do you measure customer satisfaction in these markets?


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 theirsales literature


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


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.


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”


Step #3 Develop a

Global Research Plan

Information

Requirements

UK France Germany Spain Italy Netherlands

Internet search

yield

Secondary Data

# patients

# hospitals

--private

--public

Growth of

critical care

units

Sample Research Plan for Europe


Step #3 Develop a


Information

Requirements


Primary

Research

Nurse

interviews

Hospital Admin

interviews

Physician

interviews


Step #3 Develop a


Information

Requirements


Competitor

Interviews

Distributors

Competitors

Suppliers

Analysis of

Information

Market

Projections

Development of

Global Market Plan

[US, Europe, Asia,

Latin America


Step #4 Secondary

Literature Search

In 2004: The Internet - a global information intelligence marketplace.

I. The Large Providers

-- Aggregators of newswires and published sources -- Some of these sources offer access to market research studies

• Factiva -www.factiva.com• Lexis/Nexis - www.lexisnexis.com• Dialog/Newsedge - www.dialog.com• Hoover• Dunn & Bradshreet• Select search engines

• Skill is required in searching these large databases as further filter information may behelpful in securing specific information.


Step #4 Secondary

Literature Search

II. Secure Previous Market Research and Intermediary Reports ifthey contain relevant information

• Datamonitor• Factiva• Economist Intelligence• Frost & Sullivan• Fredonia• AC Nielsen• Forrester Group• Find/SVP• Ovid• Snapshots International• Many others


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


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.


Step #6 Develop a List of

Questions for “holes to be filled”

Segment Europe Asia Latin America Global Analysis

Hospital

Administrator

Physicians

Nurses

Competitors

Suppliers

Distributors

Key Opinion

Leaders

Others

Develop a primary research plan


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]


Step #7 Comparative

Interview Methods

ANALYTICAL

METHODS

EU COUNTRIES ASIAN COUNTIRES LATIN AMERICAN

COUNTIRES

SECONDARY

RESEARCH SOURCES/

GOVERNMENT

SOURCES

• 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.

• Mostly good and reliable sources


• 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.

• Now mostly good and reliable

sources


• Other no multiple sources, so

you need to understand and rely

on the single source. Some of the

data is now on the Internet.

EXPERT INTERVIEWS • 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


as possible in an organization



• Beware of the expert trying to

‘prove a point’ and of being ‘light-

years’ ahead of the market.


as possible in an organization.



• Beware of the expert trying to

‘prove a point’ and of being ‘light-

years’ 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.

Key analytical methods for three regions


Step #7 Comparative

Interview Methods

DISTRIBUTOR

INTERVIEWS

These can be a rich source of

information. Again, talk at the

highest level.



highest level.



highest level.

SALES REPS/

SALESMEN


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

ANALYTICAL

METHODS

EU COUNTRIES ASIAN COUNTIRES LATIN AMERICAN

COUNTIRES

Key analytical methods for three regions (Continued)


Step #8 Analytical Methods

for Global Data Collection

Regional “Roll Up” Analysis

• The secondary and primary research data must be analyzed within the political andenvironmental context of each country and region.

Strategic Analysis

Key Regional Findings

France, Germany, UK, Spain

Country Analysis


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.

Regional Analysis

Strategic Analysis

North America, Europe, Asia, Middle East

Key Regional Findings


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


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.

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Challenges of global data collection sis international