# Compare a Concept Across Markets

> Keep a concept consistent while examining differences across market audiences.

Source: https://imario.ai/docs/playbooks/cross-market-concept-testing

Use this workflow to investigate what travels across markets and what may need localization.

## Define the comparison

Choose one relevant [audience](https://imario.ai/docs/audiences/choose) per market. Check source coverage and the meaning of each audience definition. “Urban professionals” should not quietly mean different purchase roles in the two populations.

Prepare the same concept and questions, preserving meaning across languages. Record any necessary local changes rather than treating different stimuli as identical.

## Run the study

Use [Survey](https://imario.ai/docs/research/survey) for structured responses or [Interview](https://imario.ai/docs/research/interview) for explanations. Select the audiences and set counts deliberately.

Useful questions include:

- What does this offer mean to you?
- What makes it relevant or irrelevant in your situation?
- Which claim would you need evidence for?
- What feels unfamiliar or out of place?

Review the combined scope and [cost](https://imario.ai/docs/workspace/pricing), then run.

## Compare without flattening

Inspect each market before the combined summary. Use [Explorer](https://imario.ai/docs/run-and-analyze/explorer) for audience breakdowns, and read local-language answers for concepts a summary may flatten.

Distinguish a shared objection from one requiring localization. If the samples differ in other important ways, do not attribute every difference to geography.

Generate a [report](https://imario.ai/docs/run-and-analyze/reports) over the relevant runs, keeping the stimulus and audience definitions visible. Validate the priority market with real evidence before committing an expansion budget.