Using the Export Marketing Research Scheme (EMRS)

EMRS is almost certainly the most heavily used (and probably the most flexible) export marketing research programme available in the UK. Delivered by the British Chambers of Commerce on behalf of UK Trade & Investment, the scheme helps and encourages companies to carry out marketing research for a new overseas market prior to developing a market entry strategy.

During the last 12 years, the British Chambers of Commerce has supported over 4000 research projects into 120 countries worldwide – evidence of both EMRS’s appeal and its versatility.

Under EMRS, any qualifying UK company with under 250 employees can receive free independent advice on how to undertake export marketing research, together with direct financial support towards the research itself.

EMRS is a highly flexible scheme: the research (which must be into a specific overseas market) can be either in-house (ie carried out by the customer himself), agency delivered (ie carried out by an approved market research agency), or in the form of a published report.

The maximum sum available under the scheme is £20,000 for any single project, which could be used towards any of the following:

overseas studies conducted by a member of staff, up to half the costs of essential travel and interpreter’s fees, a daily subsistence allowance and a contribution to administrative costs
up to half the cost of commissioning market research agencies to undertake research overseas
up to a third of the cost of purchasing a report or commissioning a desk research project

The products and services for which new markets are sought must be mainly of UK origin and have a proven track record.

Evaluating the US market

One recent user was Aberdeen-based Geolink UK Ltd, which specialises in the design and supply of Measurement While Drilling (MWD) and Logging While Drilling (LWD) oil tools.

Geolink was already a well-established, award-winning exporter with sales to over 30 countries around the world, but the company had not yet managed to achieve significant penetration into the demanding US market.

Sales Process Manager Sue Buckley was introduced to EMRS while taking part in one of Business Gateway International’s highly successful International Preparedness Programmes (IPP). She convinced her colleagues that it was important to validate their suspicions of the barriers to entry which were hindering their progress.

“EMRS Research Adviser Clive Hogan of the British Chambers of Commerce provided expert assistance in helping me spec out our research brief, and in competitive tender we appointed an American market research company to conduct face-to-face qualitative research interviews with nominated sales prospects from our database,” she explains.

The topic list for discussion was very wide-ranging, covering the types of MWD products the prospects might need, the level of service, and the pricing tolerances in the market.

High level of take-up

Geolink was greatly heartened at the positive response their researcher received.

“We had virtually a 100% acceptance to take part in the research, with eleven key prospects each agreeing to a 45-minute interview,” she notes. “Anonymity was preserved on both sides, and as a result we got lots of invaluable feedback from them on the issues which really influenced their purchasing.

“I think the high level of response reflects the increasing sophistication of industrial buyers – they know it’s ultimately in their interests to foster new product development, as long as the research process is professionally and efficiently handled and confidentiality observed.”

The output was a 38-slide Powerpoint summary, supported by a written report and a tele-conference de-brief, and the Geolink team now has invaluable insights into what was previously a blocked market.

“We now know precisely what these potential customers are looking for in terms of product specification, service level and pricing,” notes Sue. “This vital information will underpin our forthcoming sales drive into the US market.”

For further information on EMRS, please contact BGI International Trade Adviser Karen Irving on T: 01224 252208, E: Karen.irving@scotent.co.uk

Clive Hogan, Research Adviser at the British Chambers of Commerce will be visiting Aberdeen on Tuesday 12 September to meet with businesses looking to use EMRS. Please contact Karen Irving (karen.irving@scotent.co.uk) to register your interest in meeting with Clive.