Multi-Country Insight & Global Market Entry Strategy

International Market Research Agency

Brandspeak is an international market research agency working across North and South America, Europe, the Middle East, Asia Pacific and Australia and New Zealand.

Our global market research capability helps brands determine which markets to enter, size the opportunity, understand local competitors and customers, and adapt products, packaging and communications for each region without losing what makes the brand consistent worldwide.

Talk to Us About Your International Research

Why Brandspeak for International Market Research

Few brands know a new market as well as they know their own. Category norms, buying habits and even what a colour or a name signals can differ from one country to the next, and assumptions that hold true at home can quietly undermine a brand abroad.

Brandspeak's international market research services close that gap. Our London-based senior team designs and analyses every study, so findings from each market are comparable. Native-speaking moderators and trusted in-market partners run the fieldwork, translating discussion guides and surveys with local nuance intact.

The result of our approach is a single, coherent view of which territories offer the strongest opportunity, what must change locally and what can stay the same. Recent projects have covered the United States, China, Asia-Pacific, India and Europe, for both consumer and business audiences.

We have delivered international research for over 20 years across more than 40 markets, and are members of the AQR and the Market Research Society.

The Benefits of International Market Research

International market research provides the insight required to realise your brand’s global potential. It enables you to:

Enter New Markets with Confidence

International research clarifies the commercial viability of individual markets by identifying category dynamics, demand levels and the drivers behind customer purchase decisions. It highlights where opportunities are strongest, which segments offer the most promise and how your offer might perform against competitors.

Understand Local Language, Culture and Behaviour

International market research provides the cultural insight required to tailor messaging, brand expression, product features, packaging and customer experience so that they feel relevant and intuitive in each market. It ensures that localisation decisions are grounded in real behavioural and cultural understanding rather than assumption.

Outperform Competitors in Every Market

Competitor-focused research shows how local and international competitors position themselves in each territory, where they excel and where they are weaker. This enables you to sharpen your value proposition and build strategies capable of securing sustainable commercial advantage across priority markets.

Compare Markets on a Like-for-Like Basis

Because every study is designed and analysed by one team, results from different countries can be set side by side. That makes it possible to prioritise markets, allocate budget and decide what to standardise and what to adapt based on evidence, rather than on the loudest local voice.

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International Research Methods

As a global market research agency, Brandspeak offers qualitative, quantitative, ethnographic and secondary research methods, working with native-speaking moderators and trusted in-market partners so that findings are accurate, comparable and culturally grounded. Every discussion guide and questionnaire is translated and back-translated by native speakers, whilst stimulus is adapted for each market before fieldwork begins.

Workshopping and Co-creation

Bring local consumers or business customers together with your team to develop and refine propositions, products and communications for a specific market.

Focus Groups & Depth Interviews

Moderated in the local language by native-speaking researchers, in person or online, to explore needs, perceptions and behaviours in depth in each market.

Ethnography & Observational Research

Observe how people shop, use products and respond to communications in their own homes, workplaces and stores, revealing behaviour that interviews alone would miss.

Statistical Modelling & Data Analytics

Identify the drivers of brand choice in each market -as well as where and how they differ - so that strategy can be adapted country by country.

Secondary Research & Market Intelligence

Access desk research, published data and trade sources to size international markets, map categories and scope primary research before it begins.

Global Surveys

Online quantitative surveys run to a single design across multiple countries, with local translation and sampling, so results can be compared and aggregated with confidence.

Implicit Testing

Measure instinctive attitudes and emotional reactions at scale, a method that travels well across languages because it relies on response speed rather than articulated opinion.

International Market Research Services

Whether you are expanding into a new territory or managing a brand across several markets, our research helps you decide where to compete, what to offer and how to position and promote your brand. Typical projects include market sizing, competitor analysis and brand performance tracking, and are described in more detail below.

Market entry research shows whether a new market is worth entering and the best way in. It sizes the opportunity and explores local demand, category norms and the factors that shape purchase decisions. If you are choosing between several territories, it can rank them by commercial potential and fit with your strengths, so investment goes to the markets most likely to repay it.

We map the competitive set and category structure within each target market, analysing competitor positioning, strengths, weaknesses and the gaps they leave open. Our competitor analysis shows where your proposition can win, which local players matter most and how expectations of the category differ from your home market.

We test product prototypes, concepts and propositions with local consumers and business audiences in each target market, assessing appeal, comprehension, cultural fit and purchase intent. Findings identify the adaptations each territory needs and the elements that can remain consistent worldwide, protecting both local relevance and global efficiency, the same principles that underpin our NPD research.

We track how people perceive, choose and use your brand over time, and how it compares with local and international competitors. Global brand tracking to a single design shows where the brand is strong, where it is vulnerable and which levers will drive growth in each territory. Where a continuous programme is needed, GrowthTrack provides it.

We test advertising, messaging, packaging and other communications in each market to see whether they are noticed, understood and persuasive to local audiences. We also check that they still express the brand consistently. Drawing on our expertise in communications research and packaging research we show what needs adapting for language, culture and category norms, and what can run unchanged across regions.

How to Get Your Insights

As a full service market research agency we support research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.

Step One

Fill in the form and click submit.

Step Two

Our team will contact you within 24 hours.

Step Three

We learn about your needs and goals and how to achieve them.

Frequently Asked Questions

Find answers to common questions about our international services.

International market research is qualitative, quantitative, ethnographic and secondary research carried out in one or more countries outside your home market, or across several markets at once. Its purpose is to show whether and how a brand, product or communication will succeed locally, and what has to change to make it succeed. It is used to assess new markets before entry, to size opportunities, to understand local competitors and customers, and to adapt products, packaging and communications for each region.

Market entry research answers three questions in sequence: is there a worthwhile opportunity, which markets offer the best fit, and what will it take to win there. Market sizing and assessment establish demand and headroom. Competitor and category analysis shows who you would be competing with and on what terms. Customer research establishes what local buyers need, how they choose and how your proposition would need to be adapted. Together these give a market entry strategy grounded in evidence rather than assumption.

Any organisation launching or managing a brand, product or service in a market other than its own. That includes consumer brands entering new territories, B2B and technology firms selling to overseas buyers, and organisations with an existing international footprint that need consistent measurement across markets. Brandspeak works with both B2C and B2B audiences.

As many as the decision requires and no more. A market entry study may compare three or four candidate territories before narrowing to one; a global brand tracker may cover ten or more. The important point is that every market is researched to the same design, so results can be compared. We advise on the number of markets, and the sample size in each, at the proposal stage.

Fieldwork in each market is carried out by native-speaking moderators and trusted in-market partners. Discussion guides and questionnaires are translated and back-translated by native speakers, stimulus is adapted for local language and cultural norms, and local researchers brief the central team on context before analysis. Design and analysis stay with one senior team in London, so cultural nuance is captured without losing comparability across markets.

The full range: focus groups and depth interviews, workshops, ethnography, online communities, global surveys, implicit testing, statistical modelling and secondary research. The choice depends on the question. Early exploration of a new market is usually qualitative; market sizing and brand tracking are quantitative; most market entry projects combine secondary research, qualitative and quantitative stages.

Yes. Concepts, propositions and prototypes are tested with local consumers or business audiences in each target market, assessing appeal, comprehension, cultural fit and purchase intent. The results show which elements need adapting for each territory and which can stay the same worldwide.

Longer than a single-market study, because translation, local recruitment and coordination across time zones add to the schedule. Timings depend on the number of markets, methods and audiences involved, so it is worth involving the research team early in the planning of a launch or market entry.

Brandspeak brings over 20 years of international research experience across more than 40 markets, one senior team designing and analysing every study so that results are comparable, and native-speaking moderators and in-market partners in every country. We are AQR and Market Research Society members.

Brandspeak in Numbers

As one of the UK's most experienced market research agencies, Brandspeak brings scale, consistency, and depth to every project.

3,000+

Focus Groups

Years

750+

Quantitative Studies

International Markets

1 Million+

Survey Participants

Languages Covered in Global Research

5,000+

Depth Interviews

Brandspeak is proud to be a member of both The Association for Qualitative Research (AQR) and The Market Research Society (MRS) — demonstrating our commitment to quality, ethical practice and industry-leading research standards.

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Client Feedback

We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them.

Lauren Williams

Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!

Sarah Twist – Marketing Manager

It's been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend!

Zanya Fahy

Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.

Georgie Burks, Brand Marketing Lead

Brandspeak have been fantastic to work with. They are a very professional agency who really understand the importance of quality research. Their team were very responsive, knowledgeable and easy to work with and provided us with excellent insights.

Mark Wilson

We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.

Strategy & Insight Manager | Animal Friends Insurance

Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.

Tom Suberg

From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.

Verity Kimber

From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.

Leading life and pensions provider

It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly... a heartfelt thanks.

DLKW

Work with Brandspeak

With offices in London, Bristol, and Birmingham – and partners across the world – we provide global reach with local expertise. Our team is ready to discuss your business challenge and show you what's possible with the right insights.

Get in Touch

London

+44 (0) 203 858 0052

1st Floor, 239 Kensington High St, London W8 6SN

Bristol

+44 (0) 1174 07 0187

2430 / 2440 The Quadrant, Aztec W, Bristol BS32 4AQ

Birmingham

+44 (0) 121 314 4647

The Lewis Building, Bull St, Birmingham B4 6AF