Exporting Your Goods

Conducting Market Research

Once you have a short list of potential markets, market research can help you evaluate whether or not an opportunity actually exists in a particular market, the market’s characteristics, and what might influence the buying decisions of potential customers. The following 11 questions and answers can help you with your export market selection and export planning:

How is international market research different from the research we do on Canadian markets?
What is the difference between primary and secondary market research?
What are my best sources for secondary research?
How would I conduct primary research in a foreign market?
What political information would I want to gather?
What economic information would I want to gather?
What legal and regulatory information would I want to gather?
What business information would I want to gather?
What cultural information would I want to gather?
What additional information would I gather to plan a trip to the market?
What information would I want if we typically sell to government agencies?

How is international market research different from the research we do on Canadian markets?

Basically it is the same process except that you will be researching a wider range of variables.

What is the difference between primary and secondary market research?

Secondary research is conducted in Canada using online and print data such as periodicals, studies, market reports, books, surveys and statistical analyses. Primary market research is conducted in the export market, gathering information directly from persons and organizations there.

What are my best sources for secondary research?

How would I conduct primary research in a foreign market?

You will need to retain a market research firm and work with them to develop a set of questions that provides the planning information you require.

What political information would I want to gather?
  • Stability of the government and the timing of elections
  • Structure of government decision making
  • Government’s attitude towards private enterprise
  • Government’s attitude towards foreign businesses
  • In what way the government competes with private enterprises

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What economic information would I want to gather?
  • Stability and convertibility of the currency
  • Growth trends in the domestic economy
  • Openness to purchasing foreign imports
  • Quality and efficiency of the logistics infrastructure

What legal and regulatory information would I want to gather?
  • Ability to repatriate profits
  • Fee or tax withholds at source
  • Protection of intellectual property
  • Labour relations
  • Restrictions on foreign businesses or importers
  • Bureaucratic efficiency
  • Customs and tariff rates
  • What laws regulate the activities of foreign companies
  • How laws and regulations related to foreign companies are changed, and how frequently

What business information would I want to gather?
  • Business language(s)
  • Hours of business
  • Holidays
  • Payment practices
  • Telecommunications infrastructure
  • Electrical voltage used
  • Availability of market research firms
  • Availability of advertising and marketing firms
  • Availability of certified simultaneous interpreters
  • Business support services available
  • Format of initial meetings
  • Canadian firms doing business in the market
  • Options for intermediaries (agents, representatives, distributors)
  • Options for local partners

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What cultural information would I want to gather?
  • Format of names and manner of address
  • Form of greetings
  • Physical distance and eye contact
  • Key cultural values
  • Gender differences
  • Attitudes towards Canadians

What additional information would I gather to plan a trip to the market?
  • Visa requirements
  • Work permits needed
  • Tipping customs
  • Suitable hotels

What information would I want if we typically sell to government agencies?
  • How government procurement is structured
  • Whether foreign firms can bid on government contracts or need a local partner
  • How to learn about government procurement opportunities
  • The role being played by the Canadian Commercial Corporation in the market