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Firms wishing to do business abroad are faced with the need for foreign market research. Segmentation analysis requires demographic data, and not all companies can afford to hire foreign market research firms. Those that have to do research on their own research will face problems in the areas of: language; data content; census frequency; and availability. Foreign demographic data is found in national censuses, but businesses cannot expect to find the same range of information as found in the US census. Information is often articulated and correlated in a different manner than the US census. Valuable sources of foreign census data include: the US Bureau of the Census; the Library of Congress; and the University of Texas, Austin.

The article focuses on the increasing importance of strategic demographics or forecasts of national or regional changes in demographic market segments among marketing researchers and managers. The ability of predict and understand future segment changes contributes to the success of existing or planned product and service lines. The nature of demographic forecasts is analyzed.