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How to do export market research

Selecting a new country to export to requires time, money and tenacity. You can do initial research on potential markets (desk or secondary research) in New Zealand using the library, industry and government web resources. 

However, once you have shortlisted your markets you need to get a feel for them (referred to as field or primary research). This may involve more than one trip to the country to talk to people and develop relationships, which requires money, good communication skills, reliability and patience.

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Desk research

Use existing reports and information to complete the first stage of your market research in New Zealand. The internet, library and government websites and publications can help you build up a picture of potential markets.

At this stage of your research you are looking for promising or emerging markets. Statistics can help you identify market trends such as quantities of shipments from New Zealand. Check short term and long term trends. Are spikes in demand due to seasonal factors or has there been a consistent rise in demand?

Other sources of information include networking events and workshops run by New Zealand Trade and Enterprise (NZTE), your local Chamber of Commerce or industry association.

Networking events can be particularly helpful as some of the best advice comes from experienced exporters.

Sources of information about export markets

Find information about international trade, and links to numerous trade web resources at the Federation of International Trade Associations (FITA) website.

Find information to help prepare your operations from Fita's GlobalTrade.net website, which has a range of information and a database of over 3,000 global service providers.

Find information about product exports to various countries on the Department of Statistics website.

Find information on customs requirements for exporting and supply chain initiatives on the New Zealand Customs Service website.

Find links to international business resources, tools, and a discussion forum on the Global Edge website

Field research

Field research (or primary research) is where you aim to get a feel for the market or markets your have targeted as a result of your desk research. This may be through surveys, interviews and usually involves one or more visits to the country to talk with potential customers and contacts. 

This second stage of research requires time and patience as you develop relationships. However it is key to selecting the best market for your product or service.

It is important to prepare for your visit to a potential market by clarifying your objectives so you can briefly explain:

  • what your company does
  • what your export objectives are
  • what benefits your product or service offers
  • what questions from your initial research you need answered.
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