Translation in the Market Research Industry

Market research is the process that links the end users to the marketing contact through information used to identify and define marketing opportunities and problems, generate, refine, and evaluate marketing actions,  monitor marketing performance and improve understanding of marketing as a process.

Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.

Market research is a necessary tool to reach out to the customer, in order to understand their needs and help target products and services offerings based on the exact needs of the customer.

But, what if your target audience is a non-English speaking audience?

In order to truly understand market research results from a foreign market, high quality translation is a necessary process that needs to be understood and properly implemented.

Market research translation can be a valuable tool for success in reaching new markets; either you are a small company trying to reach out to new markets or a multinational corporation working on fine tuning their products and services for a global market.

In order for a global market research effort to be successful, several components need to be adequately implemented.

-        Content creation: Questionnaires need to be created while keeping in mind that a translation phase will follow (referred to in the localization industry as internationalization).

-         Experience: The translators and editor need to have a thorough understanding of the language and culture in which they are working; a mistranslation in this vertical could literally make or break a company.

-        Objectives: The entire production team working behind the scenes needs to have a clear understanding of the survey objectives, the audience and the results.

Below are a few indicators of a good market research translation:

-        Market research translation is not similar to any other translation project. It’s important for questionnaires, surveys and other materials to demonstrate an understanding of the cultural and social norms of the target audience in order to get accurate results, while the questions should be worded in a way that lead to meaningful conclusions.

-        Choose an experienced market research translation partner: The translation teams should not only have the proper experience but also the right tools to ensure the ultimate success of the project. The ideal translation partner should have the engineering capabilities to work on the coding and software initially used to create the original questionnaires, as well as an ability to put the finished product into the right format.

-       The perfect translation partner should have a proven track record of completing high quality projects on time. With market research translation, there are often strict deadlines that must be met, specific tools to be used and detailed processes to be followed. Choosing the right partner could be a huge influence in making your project successful.

At ABLE Innovations, we have the experience, the tools and the knowledge to make your international research project a success. We welcome any opportunity to discuss your current and future projects and to guide you throughout the process.

 

 

Social Media’s impact on languages

October 25, 2013 by Wadii El Maroudi · Leave a Comment
Filed under: Business, Case Studies 

Social media has made the use of internet appealing to anybody with access to the web, but what exactly is “social media?”

Social media is the combination of all web and mobile based applications that allow the user to:

  • Create and share their own content with the intent to share it on the Web. This content could be pictures, videos, web articles, and in some cases even feelings.
  • Comment and exchange: what makes the social media unique is the possibility to exchange thoughts and ideas in real time. It is comparable to having a “live” conversation with the audience.

When my father asked me to create a Facebook account for him, I knew then that social media is a force to be reckoned with. It allows the users to be constantly connected to their surroundings; friends and family, as well as their main point of interests all over the world.

Social media-based interactions between two or more individuals speaking the same language is daily routine on the web. However, what if the interaction involves speaking audiences with varying speaking languages? Do users use their native languages by default? There is no right or wrong answer. Multinational corporations  typically have social media analysts assigned by regions to ensure that their content is delivered to their audiences in their preferred language. World famous superstars and athletes, on the other hand share their content in two languages: their native and English. Why English?

To truly understand the impact of English on social media, let’s take a look at total number of users of which more than 62% are English speakers:

Facebook: 1 billion users; 600 mobile users; more than 42 million pages and 9 million apps

YouTube: 4 billion views per day

Google+: 400 million registered users

Skype: 250 million monthly connected users

LinkedIn: 175 million users

Tumblr: 150 million users

Twitter: 140 million users

Instagram: 100 million registered users, 4 billion photos

Yelp: 78 million users; 30 million reviews

WordPress: 74 million blogs

English is the third most spoken language worldwide after Mandarin and Spanish, but surprisingly ranks the number language used in terms of social media use. It is almost expected that the intended audience will “get” the message if written in English.

More than 65% of companies worldwide use social media as a communication tool, most commonly in English. Audiences have adapted by learning basic English through their social media daily interactions. It allows the users to understand the message and reply using the same language. This could be better demonstrated by reading the interactions between English worldwide content creators and non-English speaking audiences. Although the audience answers are not communicated through perfect English, the central message is typically understood. This type of social media dialogue could easily be misinterpreted, which leads me to my next point.

Translation Services Companies are now racing to get their hands on the next social media instant translation tool and developers have noticed the need and their efforts are starting to show. Facebook and Google+ both introduced, last year, the “See translation” or “Translate now” buttons on their interfaces. Although the translation is machine-based, it typically serves its purpose, but does not put the misinterpretation risk factor at ease.

Social media has surely put the world at our hands reach, but until we all speak the same languages, English as a language will continue to adapt, change and spread to fulfill the worldwide demand.