Wherever your business is based, once you’ve set your sights on global expansion then you need to start thinking about how you will tailor your products and services for the local market. In-depth market research plays a pivotal role in helping you understand whether a market exists for your products and services and what changes you need to make to your products, the packaging, the price and the promotional material to meet their demands and preferences.
Market research includes everything from surveys, focus groups and interviews to statistical research and comprehensive market analysis. Market research translation allows you to communicate with prospective customers on their terms and gain accurate, valuable insights into the target market. While a plain translation of your marketing research material is a good start, it’s also essential to ensure any translation reflects local cultural and societal norms to generate the best possible results.
So what is market research translation best practice? These are our professional tips…
1. Always check the language skills of your fieldwork partners
If you’re using a native language market research team then their ability to write and speak the target market’s language is assured, but do they speak English well enough to communicate their findings accurately?
If not, a market research translation team can help. Equally, your market research team might have good written native language skills but poor spoken skills, in which case, a telephone interpreter could be just what you need.
2. Put a clearly defined translation approval process in place
Many research agencies waste a huge amount of time and money because they have failed to consider how they will agree on the final translation. Working with a dedicated translation agency with extensive experience removes this potential hurdle and ensures you receive the translation on time and within budget.
3. Choose your local preferences before you begin
One of the biggest roadblocks many businesses have to overcome before market research goes to the field is the in-country review and validation. This part of the process can be problematic because, without clear communication, the end client may have subjective linguistic preferences that have not been taken into account.
Creating an agreed glossary with the market research translation team before the work begins will help to ensure any industry-specific terms or company preferences are taken care of. The result is faster translations that are a more accurate representation of the business.
4. Ensure the tone of voice varies across different channels and segments
Different types of language should be used for particular market research types. For example, the type of language used in group discussions and focus groups is likely to be informal and chattier to help initiate a discussion. That might not be the case with a one-to-one interview or written survey.
Equally, if you want to create a survey for smartphone users, you’ll have to think carefully about likely respondents and the right type of language to use.
5. Take your branding and house style into account
Humour, plays on words and stylistic touches that might be an important part of your brand are exactly the type of linguistic elements that do not always translate well.
For that reason, it’s essential you work with a translation team who not only translate your documents word for word but can also incorporate original elements to help maintain your branding and house style.
Your market research translation experts
Whatever your needs, in whatever format, our team of market research translation experts are ready to add value to your product or service launch. Please call 02392 987 765 to discuss your market research translation requirements with our team.