Use caseRun multi-market research
Field all the study's countries in the same week so a local news story or holiday cannot tilt one market's answers, then take the global decision once, with each market's evidence read beside the others.
When one country is interviewed in March and another in May, a price rise or a rival's launch in between can pass for a cultural difference.
A single launch in Pulse opens the study in several markets together, with each market's language enabled on request, so answers from Lyon and Seoul are gathered under the same news, season and competitive conditions.
The structure, topics and order stay fixed, while the examples, brand lists and price references are adapted for each market, so a question about a weekly shop means the same thing in Madrid as in Manchester.
Each country's participants are recruited locally to the same profile and screener, the same category users and age bands, and each passes a fraud check, so a gap between markets reflects the people and not the recruiting.
The world's most ambitious teams research with Pulse.
GrowwA global team asks what to keep the same everywhere and what to adapt, and the same fieldwork answers it for the country, the region and the global plan.
Some gaps between countries are about style, such as how people use a rating scale; others change what a product or message must do. The comparison separates the two before a region asks for its own version.
Country teams read their own market's themes and quotes with the local context that explains them, from a retailer everyone there knows to a regulation only they live with.
Because all markets report from the same week, the portfolio cut, the global launch date or the regional campaign can be decided at one meeting, with each country's evidence on the table at once.
Understand how people use a category, what they think about it and what shapes their choices.
The usage and attitudes template
Run this studyRunning one study in several countries turns on comparability. Differences in questionnaire wording, sampling, fieldwork timing and analysis can create gaps between markets that are really gaps in method. Good practice uses one master design, careful adaptation of wording and examples for each market, equivalent sampling and quotas, and fieldwork in the same period. Cultural differences in how people use rating scales make trade-off questions such as MaxDiff useful for comparisons. Results are read at two levels: a cross-market comparison of where customers are alike and where they differ, and a market-level reading that gives local teams depth. In multi-market qualitative research, the interviews in each market explain the numbers in local terms, so a global team does not misread a difference it has no context for. The usage and attitudes study is the classic multi-country design, one questionnaire on how a category is bought, used and thought about, fielded to matched samples in each market.
Regional marketing teams want to know whether their market is different or only asked differently. With each country's participants interviewed through the same guide and follow-up logic, a gap between Brazil and Japan can be treated as a gap in the market.
At the global review, a regional president arguing for a local variant can play a customer from that market explaining why. The recording sits with the finding, so the case is made in the customer's own voice.
The central team writes one brief and one guide, and one study runs across several markets at once, so the global review reads each country's themes with the quotes behind each one.
Every interview arrives as a full transcript beside its recording while the rest of the study is still running, so a country team can start reading before the last market closes.
Interviews run in 240+ languages, enabled on request, and mixed languages such as Hinglish and Singlish can also run on request.
Interviews run by voice, video, text chat, phone call or WhatsApp, and participants take them on a phone or a laptop when it suits them. Nobody has to book a call across five time zones.
When the global team needs to count how many people in each market feel a certain way, a survey can run in the same study, with AI probes that ask why.
Pulse is GDPR compliant, and data residency options are available on the enterprise plan.
Personal data is redacted from transcripts.
Customer data is never used to train AI models.