Introduction
What Is Multi-Market Listening in Brandwatch?
- Compare brand perception or sentiment across countries
- Identify emerging trends or topics specific to regions
- Monitor campaign performance internationally
- Spot risks or reputation concerns before they spread
1. Language Variations
Every country uses different terminology – even for the same product or behavior. A social drink in the U.S. might be a "soda" while in Germany it’s "Limo" or "Cola." Without adjusting Brandwatch queries accordingly, relevant mentions are missed.2. Market-Specific Platforms
Brandwatch doesn’t cover all platforms equally around the world. For example, Twitter use may dominate in the U.S., while VK is popular in Russia, and Weibo in China. Understanding where your audience talks online is key.3. Differing Cultural Context
What’s considered humorous, offensive, or popular varies widely. A campaign hashtag that creates excitement in one region might fall flat or cause confusion in another.4. Unique Business Objectives in Each Market
Your insights needs might shift country to country. Maybe you’re tracking awareness in one, and sentiment or product feedback in another. Brandwatch allows for this variation, but only when set up properly. Multi-market listening, then, is less about launching one global command center and more about piecing together a thoughtful, market-specific listening framework. When done right, it gives companies not only a wider lens – but a sharper one. And this is where many teams run into roadblocks, especially when using DIY market research tools without dedicated guidance. Let’s look at some of the most common pitfalls next.Common Issues When Planning Global Listening Programs
1. Inconsistent Queries Between Markets
One of the most common issues is writing Brandwatch queries that don’t align across countries. You may have one market tracking 40 keywords and another only 10. Or, one country’s Boolean logic is structured differently, capturing broader or narrower mentions. This makes cross-market comparison almost impossible. Solution: Develop a shared framework for queries, then localize appropriately. Start with a consistent structure (topics, brand terms, sentiment indicators), and involve regional expertise to tailor the language. On Demand Talent can provide expert support here – crafting queries that align globally but reflect local realities.2. Language and Translation Gaps
Directly translating an English query into Spanish or Japanese rarely works due to idiomatic expressions, slang, or regional tags. For instance, if you’re tracking a makeup product called “Glow” in English, the same word may not be used descriptively in other countries. Solution: Use native-language speakers or professionals familiar with region-specific online language. Some companies attempt machine translation, but human input adds valuable nuance. Experienced On Demand Talent often includes native market experts who can adapt queries for language and context.3. Market-to-Market Comparability Challenges
A dataset from the U.S. may have 10,000 mentions, while Poland has only 300. Without normalization, you might assume your brand is “underperforming” in one market. In truth, it may just reflect population size or platform usage frequency. Solution: Apply weighting or percentile comparisons rather than raw volume. Normalize data for population or platform engagement levels. Remember: insight value isn't tied to data size alone, but meaning within context.4. Unknown Data Gaps Across Regions
Not all regions have the same data coverage in Brandwatch. For example, Instagram listening may be stronger in one country but limited in another due to API restrictions. Solution: Check platform availability during setup for each market. Align expectations with what's actually possible within Brandwatch, and consider supplementing with research from other tools or panels if needed.5. Misaligned Goals Across Teams
In decentralized organizations, global Brandwatch use may vary: the U.S. team wants voice-of-customer feedback; Europe is tracking campaign uptake; LATAM is watching for crisis signals. When everyone sets their own goals and metrics, it's hard to create a unified view. Solution: Define shared global goals upfront, even if tactical uses differ. An experienced insights professional can facilitate alignment across teams and ensure data is interpreted consistently.Getting Help When You Need It
If your internal team is new to Brandwatch or stretched thin, this complexity can be overwhelming. That’s where SIVO's On Demand Talent becomes especially valuable. Our experts – from social listening professionals to regional insights leads – can jump in during setup, QA, or interpretation. They're not one-size-fits-all freelancers, but seasoned professionals who understand both Brandwatch and global research rigor. Whether you need short-term project help or someone to coach your team through cross-market calibration, they’re ready to go. By identifying these issues early and knowing where to find help, you can build stronger, more actionable social listening programs – no matter how many markets you’re in.How to Build Consistent Search Queries Across Markets
How to Build Consistent Search Queries Across Markets
One of the most common challenges in running multi-market social listening through Brandwatch is maintaining consistency across search queries. Inconsistent query structures can lead to skewed data, misleading trends, and ultimately, flawed consumer insights.
When listening across countries, it’s tempting to simply translate one search query into various local languages. But direct translation misses the mark. Each market might interpret keywords differently, use alternative platforms, or express needs in region-specific ways.
Start with a Strong Global Framework
Before localizing, develop a global query framework. You want alignment on:
- Core brand terms: Include universal product, brand, or campaign keywords
- Category terms: Think broader industry terms that define your space
- Sentiment markers: Identify which words typically indicate satisfaction or dissatisfaction
This framework becomes a shared foundation from which regional teams can tailor for their specific markets – without altering the overall intent of the research.
Apply a Layered Approach to Structuring Queries
When building Brandwatch queries across multiple countries, structure them using a layered approach:
Level 1 – Global Keywords: Core brand, competitive, and category terms used in every market.
Level 2 – Regional Variations: Local product names, nicknames, or variations where applicable.
Level 3 – Cultural Contextualization: Add slang, idioms, or common phrases unique to the region (explored more in the next section).
This method allows for flexibility while ensuring apples-to-apples comparison in cross-market listening programs.
Quality Check for Consistency
Once queries are built, test them. Run them through Brandwatch using a pilot period and review sample outputs from each market. Are you picking up similar sentiment ranges? Are data volumes comparable relative to market size? This calibration step is essential to avoid misaligned data pools.
Creating consistent structures across regions might take some upfront time, but it saves hours of rework later when interpreting results or making cross-market comparisons.
Adapting Queries for Regional Language, Slang, and Culture
Adapting Queries for Regional Language, Slang, and Culture
Language doesn't just change from English to French. Within every market, people talk about brands, needs, and problems in unique ways – shaped by local culture, slang, and even emojis. If your Brandwatch queries don’t account for these differences, you risk missing key conversations or misinterpreting sentiment.
For example, Americans might say a product is "awesome," while Germans might lean toward "sehr gut" or even use sarcasm to express a similar emotion. In Latin America, hashtags and memes might play a stronger role in brand discussions.
Understand Local Expression Styles
Start by understanding how consumers talk naturally in each language and region:
- Slang & idioms: These are rarely picked up in basic translations
- Tone & sarcasm: Critical in sentiment interpretation
- Visual cues: Emojis and popular memes carry meaning
Localize – Don’t Just Translate
Using automated translation tools inside Brandwatch can help with speed, but they won’t replace true localization. That’s why it’s important to:
1. Customize queries per market: Tailor brand names, product nicknames, abbreviations, and slang
2. Include locally relevant hashtags and phrasing: What’s trending in one country might be unheard of in another
3. Gather input from regional stakeholders: They likely know how customers are talking about your brand online better than anyone
Case Example (Fictional):
A fictional telecom brand launched a new data plan globally. In the UK, consumers talked about "streaming all day," but in South Korea, users raved about "5G speeds on Seoul’s subway." Without adapting the query to reflect "streaming" in the UK and "subway 5G" in Korea, those core benefits wouldn’t have been properly captured.
Ultimately, adapting queries for regional culture isn’t just respectful – it’s strategic. It leads to better regional insights in your international research, creating more accurate results from your social listening tool.
Tools like Brandwatch offer flexibility, but human oversight is key in making the data relevant. Especially in global settings, professional researchers who understand both language and cultural nuance can provide significant value.
The Role of On Demand Talent in Solving Social Listening Challenges
The Role of On Demand Talent in Solving Social Listening Challenges
While tools like Brandwatch offer powerful capabilities, planning and executing effective multi-market research still requires thoughtful strategy, expertise, and human calibration. That’s where On Demand Talent becomes an essential partner – not just a quick fix.
When internal teams are stretched or unfamiliar with the complexities of cross-market listening using DIY research tools, tapping into fractional experts helps bridge the gap swiftly and effectively.
Why Experience Matters in Multi-Market Listening
On Demand Talent experts are seasoned consumer insights professionals who understand how to:
- Structure and localize Brandwatch queries for accuracy
- Translate business questions into measurable listening frameworks
- Avoid common Brandwatch problems like duplication or null data
- Interpret results with cultural intelligence and market-specific context
They go beyond the tool – helping you draw meaning from the noise by transforming complex datasets into clear, decision-ready insights.
Flexible Support Without the Rigid Overhead
Unlike hiring full-time staff or overspending with traditional global agencies, On Demand Talent gives you exactly the expertise you need – and nothing you don’t. Whether you’re:
• Piloting Brandwatch across three new markets
• Trying to unify queries across 15 countries
• Or working through social listening for beginners in your team
Our professionals plug in quickly, often within days, and act as an extension of your team. They can lead the work or coach teams internally – helping you build long-term capability while keeping your DIY tool performing effectively.
As research evolves, the need for precise, fast, and budget-conscious execution is only increasing. Ongoing experimentation with AI, automation, and global listening makes it vital to have steady guidance from someone who’s done it before. On Demand Talent provides just that.
When you’re working across languages, markets, and platforms, human intelligence still elevates machine intelligence. With the right people in the right spot, your multi-market listening strategy becomes smarter, smoother, and significantly more impactful.
Summary
Running multi-market social listening programs in Brandwatch can unlock powerful consumer insights – but only if you avoid common pitfalls. From building consistent search queries to adapting for regional language and context, teams must think beyond translation to get true cross-market value. When internal bandwidth or expertise isn't enough, On Demand Talent offers a smart solution – bringing in seasoned researchers who can guide, customize, and elevate your digital listening strategy across any market, at any moment. Combining DIY tools with human expertise is no longer optional – it's the new edge of modern insights.
Summary
Running multi-market social listening programs in Brandwatch can unlock powerful consumer insights – but only if you avoid common pitfalls. From building consistent search queries to adapting for regional language and context, teams must think beyond translation to get true cross-market value. When internal bandwidth or expertise isn't enough, On Demand Talent offers a smart solution – bringing in seasoned researchers who can guide, customize, and elevate your digital listening strategy across any market, at any moment. Combining DIY tools with human expertise is no longer optional – it's the new edge of modern insights.
