Consumer Market Research
We have a wide range of experience in consumer market research projects. Not only are we experts in translating surveys, we also translate and research material for large consumer brands across a number of international markets.
These surveys often need careful attention paid to them to ensure that questions are phrased accurately, useing appropriate terminology while conveying the intended meaning.
This means using appropriate language for the target audience – in consumer research, as you’re often dealing with members of the public, a softer, straightforward style is generally preferred to more formal vocabulary.
For example, for a survey on a television set, the question:
“If you had to choose your favourite feature of this TV, what would it be?”
Would be preferable to:
“Taking into consideration the television you have just been shown, what would you say is your favourite feature?”
While this may seem obvious when read in English, it’s easy to overlook the importance of phrasing when translating into a new language.
To ensure the correct phrasing, an expert linguist is required to devise precise questions which give the highest potential for consistent results.
The last thing you want to do is confuse your respondents and get inconclusive results.
Using the right terminology
It’s important to use the right terminology to describe products or services, while limiting the use of technical language that might confuse your readership.
For example, for a baby food project:
- The correct term for a child aged 0-6 months is ‘infant’
- For a child 7-12 months, the correct term is ‘baby’
Consumers are more likely to search for ‘baby food’ rather than ‘infant food’, or ‘baby formula’ rather than ‘infant formula’, when buying on the web. On the other hand, if your research was describing the actual product, ‘infant formula’ would be the most widely -used term.
Conveying Meaning in Consumer Research Translation
It is crucial to ensure the same meaning is conveyed during consumer research translation, being careful not to add or omit anything important, or bias your questions by slanting them in a particular way.
For example, asking respondents what features they like in their current mobile phone versus what features they would like in their mobile phone are two different things. Missing the crucial word “would” in the translation could result in very different results.
Alternatively, you could ask, “Why would you not buy shop’s own brand products?” or “Is there a reason why you would not buy shop’s own brand products?” The first option is likely to encourage a more open and fuller response, whereas the second is a closed question and could see respondents answering simply “yes” or “no”.
Using our specialist international consumer research knowledge and linguistic expertise, we can ensure that your surveys hit the mark every single time.