Go Global with your Focus Group – Or Don’t Do Them at All!

Focus Groups, Marketing & Multiculturalism

Cultural diversity isn’t only present on a global scale. Every large city is home to numerous immigrant communities. So, even if your business is only active at a local scale, understanding cultural diversity can help you grow.

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Connecting with a diverse base of customers may demand specific research. But a good place to start is including diverse perspectives in your “regular” market research. Including diverse perspectives in your research can prevent alienating your target audience with tired stereotypes.

Culturally diverse research becomes even more important when your business is expanding. If you want to launch your brand in other regions, you should avoid cultural friction at all costs. You should study your target audience as much as possible, in order to adapt your company’s product and communication style to the new culture.

Be flexible. Ask yourself how people interact and how they manage their personal space. For example, in the Middle East, institutionalized religion is a primary concern in public life. When you launch your products in this region, you should be aware that certain gestures you may take for granted can be offensive or seem out of touch. Contradicting local beliefs and offending your audience can cause major outrage, and consequently, and hurt the public perception of your brand.

This is why focus groups from different cultures are ideal for a quality cross-cultural marketing campaign. With a focus group, you can measure the potential impact of a new product and evaluate the best way to present it to the public.

Cultural diversity is a complex issue. Translating cross-cultural insight into an effective business strategy is a challenge of its own. And one that can’t be overcome without the help of specialized professionals.

Remain open to diverse feedback. Work with native linguists and interpreters. Localize your brand, and enhance this with an inclusive international vision. And associate with industry specialists who will help you establish a global strategy.

In this free ebook, our team of cross-cultural experts explains the importance of a diverse focus group in marketing strategy, and shares some key tips to help your brand connect with different cultures.