Market research often involves testing new concepts and ideas with potential customers and audiences. When these concepts are for products or services in multiple markets, they will need to be translated into other languages. To maximise the impact of their campaigns, concepts and communications, your clients also need to know which concepts respondents in their target markets prefer and why.
Concept translation and content matching are key processes for market research companies, enabling you to successfully field concepts, confident that you can interpret the results and understand which words and phrases are attractive to audiences or perhaps more importantly which are not.
In a nutshell, concept translation involves translating concepts from one language to another. Once the concepts have been translated, concept matching is a useful service whereby the linguist matches the translation to the source, on a sentence-by-sentence, phrase-by-phrase or word-by-word basis.
Concept translation ensures your target audiences will understand your new products, services or other propositions by providing information about them in their native language. This enables them to engage more easily with your concepts which in turn provides you with consistent, comparable data across different markets.
Concept matching is particularly useful if you want to understand which specific elements of your concept resonate with respondents. By breaking your concepts down to a more granular sentence, phrase or word level, you can identify what does or doesn’t appeal to your target audience. This additional intelligence can then help you to hone your proposition, ultimately resulting in a more tailored customer approach.
At The Language Factory, our expert linguists will work with you to translate your concepts perfectly and match the translated concepts to the source. This will ensure you can confidently test which words, tone and positioning are most (or least) effective in each market. This deeper level of insight will enhance the guidance you provide to your clients.
We are proud of our long-standing association with the Market Research Society and membership of language industry bodies, ATC (Association of Translation Companies) and ITI (Institute of Translation and Interpreting), abiding by their strict codes of conduct and demonstrating our commitment to best practice for the benefit of our clients.
Our community of best-in-class market research translators harness their years of experience and sector specialism to:
Your dedicated and experienced Project Manager will partner with you to:
Meet our expert project management team.
If you’re looking for support with a concept translation or any other language translation service, click on the link below to contact our expert team.
Get insights, information and offers from The Language Factory.