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  • Writer's pictureRick White - Director of Client Services

Transforming Market Research Translation: A Success Story of AI Integration

In the ever-evolving landscape of global business, market research plays a pivotal role in understanding diverse consumer demographics and staying ahead of industry trends. As businesses expand their reach across borders, effective translation becomes a key component of successful international market research. 

In this era of technological advancement, integrating Artificial Intelligence (AI) into market research translation workflows has emerged as a game-changer, significantly reducing cost and accelerating time-to-field. As Director of Client Services for Language Intelligence, I had the privilege of working closely with a large forward-thinking market research client, witnessing firsthand how the incorporation of Artificial Intelligence revolutionized their translation process.

The Challenge: Cost and Time Constraints in Market Research Translation

Our client, a leading market research firm, approached us with a familiar challenge: an on-going need to improve the turnaround time and cost associated with a typical market research translation project. This client had already optimized their process using traditional translation workflows and technology (translation memory, termbases, QA tools) and was interested in exploring whether AI could open up new opportunities for productivity gains.

The Solution: Harnessing the Power of AI

Understanding the urgency and the need for innovation, our team proposed the integration of AI into their translation workflow. After consulting with the client, and testing several different AI technologies, along with a pilot project that included the client’s own internal linguists, we settled on a technology that would serve as a best fit for their initial launch into an AI workflow. Leveraging cutting-edge machine translation models, such as Google’s Neural Machine Translation (NMT), we embarked on a journey to streamline their translation process, reduce costs, and accelerate time-to-field.

The Results: A Game-Changing Transformation

The impact of incorporating AI into our client's translation process was nothing short of revolutionary. Let's dive into the impressive statistics that underscore the success of this transformative endeavor:

Cost Reduction: By embracing AI-driven machine translation, our client experienced a significant reduction in translation costs. Traditional human translation services can be expensive, especially when dealing with multiple languages. The efficiency of AI not only slashed these costs but also allowed for more scalable and budget-friendly solutions.

Cost Reduction: 35%

Turnaround Time: Time is of the essence in market research, and the speed at which insights can be gathered directly impacts decision-making. AI-powered translation drastically improved turnaround times, providing our client with near-instantaneous translations for large volumes of content.

Turnaround Time Improvement: 50%

Quality Management: Contrary to concerns about significant sacrifices in translation quality, our AI models demonstrated an impressive ability to maintain the essence, context, and cultural nuances of the original content. The translations were not just faster but also didn’t make significant sacrifices in quality which meant quicker and more cost-effective access to data. The client could now gather more data faster than before with less budget.

The Future: A Synergy of Innovation and Tradition

Our collaboration with this market research client serves as a testament to the limitless potential of AI in translation services. As someone that is always working closely with our market research clients, witnessing the positive impact of AI on cost reduction and accelerated turnaround time has been immensely gratifying. We firmly believe that the future lies in a harmonious synergy between innovation and tradition, where AI enhances efficiency without compromising on the richness and accuracy of human communication.

In conclusion, as we continue to explore the possibilities that AI brings to the translation landscape, Language Intelligence remains committed to providing cutting-edge solutions that empower businesses to thrive in the global marketplace. The journey towards more efficient, cost-effective, and impactful market research translation is ongoing, and we're excited to be at the forefront of this linguistic revolution. Stay tuned for more updates on the intersection of AI and language services – the journey has just begun!

If you’re interested in exploring what AI can bring to your translation process let’s have a conversation.


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