Market research surveys are a powerful tool for businesses seeking to understand their target audiences and make informed decisions. However, when dealing with international market research projects, the introduction of language and cultural requirements can create the need for a sophisticated translation and localization process. In this case study, we delve into a recent project where our market research translation services played a pivotal role in ensuring the success of a highly sensitive market research survey for a large multinational end-client.
Client Profile:
Our client, a leading market research company, was gearing up for a global survey launch for a large multinational end-client in the life science space. To fulfill the end-client’s data requirements, they needed to gather insights from potential customers across diverse linguistic and cultural backgrounds. The survey was designed to collect data on consumer preferences, purchasing behavior, and brand perception across 24 different languages and locales.
Challenges:
Multilingual Requirement: The survey needed to be translated / localized into 24 languages to ensure representation from key markets.
Cultural Sensitivity: Questions and answer choices had to be culturally relevant and sensitive to nuances to guarantee accurate responses and proper data collection.
Tight Deadline: The client had an ambitious timeline for data collection, requiring a swift and efficient translation process.
Our Approach:
Team of Specialized Translators: We assembled a team of professional translators with expertise in market research and a deep understanding of the target languages.
Cultural Consultation: To address cultural nuances, our project team conducted a Localization Source Review to ensure the survey content would resonate properly in each locale.
Technology Integration: While human expertise was crucial, we also employed translation memory tools and quality assurance checks to maintain consistency and accuracy across languages. We also leveraged our intellitranslate technology for survey prep which allowed us to work directly with the survey platform output, and intellireview for an efficient end-client translation review process.
Client Collaboration: Regular communication with the client helped us align the translation with their goals and address any emerging issues promptly.
Execution:
Initial Translation Drafts: We provided our client with the initial translated drafts for their end-client to review, allowing them to offer insights and clarifications.
Iterative Refinement: Based on client feedback, we refined the translations iteratively, ensuring that the survey questions remained clear and unbiased across all languages.
Quality Assurance: By employing our ISO 9001:2015 Quality Management System (QMS) we were able to catch any potential errors or discrepancies before the survey went live.
Results:
High Response Rates: The translated survey garnered high response rates from all regions, indicating that participants engaged comfortably with the material in their native languages.
Consistent Data Quality: The uniformity of the translated survey ensured consistency in data collection, enabling the client to analyze results accurately across diverse demographics.
Successful Product Launch: Armed with insights from the survey, our client fine-tuned their marketing strategy, resulting in a successful global product launch and enhanced market positioning.
Conclusion:
This case study exemplifies the critical role that accurate and culturally sensitive translation plays in the success of launching international market research surveys. By leveraging a combination of human expertise and advanced translation technologies, our team not only overcame the challenges posed by multiple languages and cultural nuances but also contributed to our client’s success and the achievement of their client’s business objectives.
As businesses continue to expand globally, the need for precise market research translation remains paramount. This case study underscores our commitment to delivering high-quality language solutions that empower businesses to navigate the complexities of the international market with confidence.