Introduction
Global B2B surveys are a challenge to design, but they can be done successfully. With the right knowledge, you’ll be able to create a survey that works across borders.
Why do a global B2B survey?
Global surveys are helpful for B2B marketers because they provide an avenue to learn more about their customers and how they perceive the company’s offerings. They also give companies insight into what competitors are doing around the world, which can be helpful when it comes to designing products and services.
How many countries should I include in my survey?
The number of countries you should consider including in your survey depends on your product or service. If you sell a global product, it might be worth surveying all the countries where your customers are located. However, if you only have local sales, then it would make sense to concentrate on the most important markets only.
In general, it’s best to start small and expand over time as needed. Once you’ve established that there is enough interest in other countries to justify doing more surveys there and analyzing those results too, then go ahead and include them in later surveys too.
Who should manage my global data collection?
It’s important to decide whether you want to manage the data collection process yourself or outsource it. In general, the more complex your survey and the larger your sample size, the more sense it makes to hire an agency to handle all aspects of data collection. If you decide on a self-managed approach, make sure that whoever is responsible for this has a clear understanding of how to collect high-quality data and understands best practices around managing a global presence. If you do choose an agency, what are some key considerations in selecting one?
For starters: How long have they been working in research? What is their track record with organizations like yours? Do they have existing clients that are similar to yours (e.g., B2B technology companies)? How many employees does each employee support per month? What kinds of feedback systems do they use internally so you can interact with them throughout the project from beginning through end and even beyond?
How do I write a script for a global B2B survey that will work around the world?
The first step to writing an effective script for Global B2B surveys is to ensure that you have a consistent style. It’s tempting to think that the way you write questions for one country might work for another, but this approach can result in major differences between your results. Try not to be too specific or vague when it comes to language and logic; instead, use language that’s clear and concise, while still being easily understood by people from different backgrounds.
Next, consider your question format. For example:
- Do you prefer text messages or emails?
- Would you rather receive more frequent notifications about new products or services?
You’ll want to make sure these two questions are answered using the same response scale (e.g., preferred method vs frequency) so that your responses are comparable across all countries.
What’s the most common difficulty for global B2B surveys?
There are many challenges to be considered when designing a global B2B survey. One of the most common is data collection. The way the survey is administered can have a significant impact on the quality of data and the time it takes to complete. Data collection methods include:
- Mailing physical surveys to respondents (potentially in multiple languages)
- Distributing online surveys via email or web portal links (this method requires participants to access their emails)
- Inviting participants through social media channels
Doing a B2B global survey is complex, but it can be done successfully.
- Start with a clear research question that you can test using a survey.
- Consider how to structure your survey so that people from different countries understand what they’re answering and aren’t confused by potentially unfamiliar terms or questions.
- Think about how the language of your survey will affect responses. It may be worth finding someone who speaks both English and the local language(s) in order to translate it into something more culturally appropriate.
- Decide on an approach for collecting data, such as online or via phone interviews, and arrange for translation if necessary. If you plan to collect personal information such as names or addresses, make sure that it’s stored securely so it doesn’t fall into the wrong hands. Consider how long respondents will take to fill out your survey (and allow them adequate time).
- You may need more than one group of respondents if some take longer than others; this could include testing multiple versions of the same question over time. Plan out which questions are going to be open-ended vs close-ended; it might also be helpful here to have someone else review them first before actually putting them out there.
Conclusion
It’s important to remember that there is no one right way to do a global B2B survey. Different organizations will have different needs and will face different challenges, so what worked for us at one point in time may not work for you now. The key is finding the right balance between simplicity and flexibility so that your global B2B survey can adapt to new challenges and opportunities as they arise without being too complex for B2B survey respondents across cultures and languages.
