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.