In the US and Europe, data collection methods are well-established and market research is a multi-billion dollar industry, but lack of infrastructure has prevented traditional research methods, such as face to face or phone interviews, from succeeding in emerging countries. However, over the past decade there has been a growing demand for better data from countries in Africa, Asia, and Latin America, and new technologies such as the mobile phone have enabled more research to take place. Collecting data from around the world is now more possible than ever, but researchers must understand the fundamental differences in conducting research in emerging markets versus in the developed world.

Considerations for Collecting Data in Emerging Markets

While mobile penetration is high across many emerging markets and internet usage is growing, landlines are extremely scarce, and desktop computers are not used by a large portion of the population. In Africa, recent data indicates that mobile accounts for over 60% of total internet usage, while desktops account for only 34%. This statistic varies widely by country, and in less-developed countries in Africa or in rural areas, mobile accounts for even more of the total internet share.

Traditionally, market research in emerging markets has been scarce, and studies that are completed have been done so with face to face methods that can be costly and time-consuming. The growth in mobile phone and smartphone usage in the past decade has changed this by enabling mobile-first research methods such as remote text message surveys, automated or interviewer-led voice calls, and mobile web surveys. When collecting data through mobile surveys and other mobile methods, researchers must be aware of the following best practices for conducting research in emerging markets:

Language and Wording Considerations:
Many emerging markets have multiple official languages and hundreds of regional dialects. Make sure to research the most common languages in the specific area you are collecting data from, and be open to running your questionnaire into more than one language. Wording for each question is also important, and should be tested before the full project is started. For example, GeoPoll has found that the best way to obtain respondent age is to ask “In what year were you born?”

Questionnaire Length:
When collecting data via mobile phone, overall questionnaire length and the length of individual questions is imperative. Questionnaires should be kept short and simple, as many respondents will be completing surveys on basic feature phones. GeoPoll recommends a total questionnaire length of 15-20 questions, for a 10 minute survey. If being sent by text message, questions and answers should fit within 160 characters. It is recommended that longer surveys are split into multiple surveys that can be run as a panel over several days.

Mobile Data Usage:
While marketers are often interested in testing messaging via photo or video sharing, in emerging markets the high cost of mobile data/internet usage must be taken into consideration. Images should be optimized so they are low in size while still being high enough quality to view, and videos should be limited to no more than 2 per survey. GIFS are a good alternative to videos, as they are small in file sizes while still containing multiple frames of content.

Compensation:
Compensation should be considered for all respondents, both to demonstrate that researchers value the respondent’s time and to improve response rates. Mobile airtime credit and mobile money are common and well-received forms of compensation in many emerging markets, and compensation levels can start at around $0.50 for a short mobile-phone based survey. If you are running a mobile survey, check that your survey provider can provide a direct incentive quickly deposited into the respondent’s account.

New technologies have opened up many possibilities for conducting research in emerging markets, but you must be aware of the nuances around data collection in these areas. GeoPoll is a full-service market research company with an active panel of respondents in more than 60 countries, and a robust multi-modal mobile survey platform. To speak to a GeoPoll expert about your data collection needs, please contact us today.

The post Conducting Research in Emerging Markets appeared first on GeoPoll.

GeoPoll has an exciting year planned in 2015, and we can’t wait to share some of our new projects with you. For now, catch up on some of our favorite studies of 2014, and read about all of GeoPoll’s mobile surveys on our blog.

GeoPoll’s Top Five Projects of 2014

1. The US-Africa Leaders Summit: In August, President Obama welcomed leaders from throughout Africa to Washington, DC to partake in a historic summit, where African leaders discussed trade, energy, and security with both public and private US organizations. GeoPoll conducted two surveys around the Summit: the first was a project with the One Campaign, who sought the views of the African people as their leaders spoke with President Obama. We surveyed a total of 4,500 Africans from 9 nations, asking about their top concerns, and views on the US and other strategic partners. We also conducted a survey in collaboration with the Wall Street Journal, asking 2,000 respondents from Kenya, Nigeria, South Africa, and Ghana about their views on the US’ trade policy in Africa, President Obama’s Power Africa program, and the effectiveness of the African Union. See the findings here.
2. World Cup Viewership in Africa: The World Cup was broadcast worldwide just after GeoPoll launched our Media Measurement Service, allowing us to release viewership numbers from several African countries for the very first time. . Among other statistics, we looked at the viewership of the opening game, and found that the Nigeria vs. Iran game drew in 17.5 million Nigerian TV viewers. GeoPoll also conducted a survey with The Guardian around the World Cup, asking Africans about their football viewing habits, who they were rooting for, and who they thought would ultimately win. See the results.
3. Insights on Ebola: The outbreak of the Ebola virus in West Africa has dominated the news in the second half of 2014, with aid organizations, governments, and private companies rushing to help stop the spread of the disease and mitigate Ebola’s long-term effects. With the World Food Programme, GeoPoll has been conducting ongoing mobile surveys on food security in Ebola-affected regions in Sierra Leone, Guinea, and Liberia. GeoPoll’s data is helping the WFP determine the food security situation in these regions so they can more effectively distribute food aid in the area. You can see all of WFP’s reports on Ebola’s impact on food security here.GeoPoll also conducted a two-question survey in Sierra Leone and Liberia asking respondents about their perceptions of the international community’s response to the crisis, and what help is needed most in their community. We found healthcare facilities were needed most, and those in Sierra Leone and Liberia were in general satisfied with the international response to Ebola.
4. Mobile Money Use: Mobile money is increasingly popular in Africa, with many nations embracing the system of sending payments through mobile phones. GeoPoll conducted mobile surveys in Ghana, Uganda, and Nigeria on the awareness and use of mobile money services, finding that most respondents were familiar with mobile money, and Uganda had the largest percentage of mobile money users. Read more here.
5. Access to loans in Nigeria: GeoPoll worked with USAID’s Development Credit Authority, which helps those in emerging markets get access to loans. We conducted mobile survey with 750 respondents who work in agriculture in Nigeria, examining the perceived barriers to getting loans and the amount of money loan-seekers are looking to borrow. We found that many respondents cited collateral requirements as a barrier to getting loans, even though they are often looking for small amounts of money. See the full study and infographic here.

The post GeoPoll’s Top Five of 2014 appeared first on GeoPoll.