Article | December 22, 2020
Most influential organizations need international market research as it helps formulate growth strategies and decision-making processes. Market research translation allows businesses to understand clients’ expectations, conduct competitive analysis, make educated business decisions, and much more.
Surveying multilingual consumers is challenging in multiple ways, requires language expertise, and has zero room for errors. A single mistake, miscommunication, or misunderstandings can adversely impact a company’s progress in local and international markets. Many organizations hire business translation services firms for their expertise in the sector.
Here are some do’s and don’ts of translating market research to understand the complexity of the task.
1. Native Speakers
When translating surveys, questions, and instructions, working with native speakers allows questionnaires to sound more natural and helps respondents feel comfortable when answering. Additionally, having native translators who have or are living in your target research area will help them understand the respondents better. Your translators will understand the local language and colloquialisms as well as make the questionnaire easily accessible.
2. Background Information
Your market research translation services firm should have all the necessary background information to understand your research scope and objective, along with ensuring its accuracy. Your translators should know what kind of information you need from respondents to ask the correct questions in the target language. In addition, the linguists who translate the answers would also require a complete discussion to comprehend the precise meaning of the statements made.
3. Avoid Leading Questions
Ensure that your survey has minimal leading questions, if any. Such questions decrease the accuracy of your research by guiding respondents toward specific answers. Typically, leading questions might confuse your respondents. They might answer in a different way than they would in normal circumstances. This may alter your research results and give you an erroneous image of the local market, which can impact your company’s positioning adversely in the long term.
4. Review of Target Participants
Depending on your survey region, you may need to adapt your research methods to include real-time conversations, phone interviews, besides online questionnaires. You may need to create new classes of participants for your study due to population structure variations. If required, you can reorganize your target audience categories, their number, and how you contact them.
5. Test Study Methods
Your business translation services team should test the questionnaire on a sample before you go live to ensure that all your respondents understand the instructions and questions. This also helps you avoid vague messages and poorly translated, indistinct questions. Invest some extra billing hours in testing to ensure the accuracy of your research.
1. Not Going Beyond Word-to-Word Translation
Market research documentation involves surveys, questions, videos, interactive content, and more. Along with terminology and grammatical rules, translators require details, like the respondents' voice pitch, body language, and idiomatic expressions for successful translations for the project.
2. Overlook Cultural Aspects
Researchers cannot ask the required questions or conduct a qualitative analysis of the answers without cultural insight. They simplify communication between the respondents and the translator and enable you to represent the local market accurately. Integrating cultural nuances into the research helps you create an emotional connection with the respondents and results in more accurate answers for your analysis.
3. Ignore Data Security
Adhering to data security protocols builds trust among your local audience and reduces the risk of problems with local authorities. If your questionnaires have sensitive data, avoid any data security breaches. This builds trust among your local audience and reduces the risk of issues with the law. If you take assistance from a language service provider, they should ensure that your research results and the respondents’ data are protected. Usually, your translation agency will have strong data security measures to keep your files safe and secure.
4. Forgetting to Proofread
Translating market research involves concepts that cannot always be compared in all languages, brand perceptions that differ with the region, varying local social norms for communication, and several other aspects that influence the translation and localization process. Get survey results checked and proofread by the research team before sharing them with your management and stakeholders. This ensures that analysts use accurate data to make their predictions and removes any mistakes from the document.
5. Have Fixed Deadlines
Your market research results will determine your product launches, fresh marketing strategies, and development. Proper documentation for multilingual market research needs time and patience, as rushing through the entire process can be counterproductive. Rushed translations and skipping critical phases of research might result in the omission of essential data and altering the analysis results. This could lead to a false assurance that pushes you in the incorrect course.
Multilingual market research requires translating both the instructions and surveys that enable you to investigate local markets and local respondents' data.
Article | August 14, 2020
The most promising prospects for cross-selling opportunities are those who have already infused your product or service into their life. How does your organization measure this today? Tools such as Mixpanel and event-based analytics tools allow you to measure product usage. Integrate this data into your CRM to run a report on the most active users of your product. If you don’t have a tool that can help you understand product usage, account-based scoring is another mechanism for prioritizing accounts. Firmographic, demographic, and web analytics data can help you score each company based on the variables that are indicative of good upsell opportunities.
Article | February 27, 2020
Many startups think that content marketing is confined to creating content and pushing it on social media. This is where they lag because content marketing is much more than that. There are many slants of content marketing that has the potential to give a boost to your business. Content marketing if done efficiently can open new doors of opportunities for your business. It helps you to design an effective brand communication strategy for reaching your target audiences. Therefore, it is necessary that as a startup you should know the best way to do it and avoid making mistakes that could put an adverse impact on your business.
Article | December 13, 2020
One of the greatest changes we have seen with virtual selling is the inevitable change in meeting location. No longer in a traditional office setting, location is now entirely dependent upon each participant’s environment and choice. This can range anywhere from your kitchen table to the captain’s seat on the Starship Enterprise. The choice is yours, so choose wisely.
Your background makes a strong statement about you. You are quite literally projecting an image, whether professional or otherwise, to your customer. So make sure that your real or virtual background supports that image by being neat and clutter free, well-lit, and perhaps with a spark of personality.
Real vs. Virtual Backgrounds
Virtual selling offers a whole new avenue of creative control when it comes to selecting a backdrop for your next video call. But which should you choose? Here are some considerations:
The Benefits of Authenticity
You now have the opportunity to welcome clients and/or coworkers into your home, making sales calls more personal than ever before. Video meetings, whether held in your home office or at your kitchen table, can reveal quite a lot about you to your customer. Just as their background reveals a lot to you.
This can be a great advantage to sellers as it both humanizes you and levels the relationship. Instead of vendor-to-prospect, it becomes more human-to-human. Personal elements, like books, pictures, furnishings, can stimulate conversations and deepen connections.
When to Use a Virtual Background.
That being said, sometimes your home simply is not quite conference call ready! That’s the time to consider using a virtual background or green screen for personal privacy or professionalism. When might you want to consider a virtual background? Here are a few questions to help you decide:
Questioning if your background is too cluttered? (Hint: if you’re wondering, then yes, it probably is)
Clashing with busy patterns, stripes or artwork?
In the middle of a home repair project?
Providing TMI with your environment? (“Hello bedroom Zoom callers! I’m talking to you!”)
Anticipating scene-stealing pets or children?
In these cases, a virtual background may be your new best friend.
Considerations when using a Virtual Background
While a green screen allows you to have a little (professional) fun, keep it on the side of realism, i.e., the office of your dreams vs. the space station, or simply a backdrop that allows you to briefly live in a home that is not at the mercy of your children’s toys. In need of a little inspiration?
Pro tip: Canva has a wonderful selection of customizable backgrounds you can download for your next video call.
Be aware that overtly busy or fantastical backgrounds can present distractions that may detract from the overall quality of your presentation. When it comes to backgrounds, you are the star, and your background should quite literally be, “the background.” You’re already competing for the sale, you don’t want to also be competing for the attention of your customers! So select a backdrop that promotes your sales goals, not one that detracts from them.
Avoid Motion Blur
Another common problem seen when using virtual backgrounds or green screens is motion blur. This is when a presenter gestures or moves too quickly when in front of a green screen resulting in blurred elements. It is important to move slowly and with intention when using a green screen to avoid blurring or entire body parts disappearing into the background. Losing an entire hand is quite distracting, is it not?
Bottom Line: Take advantage of the benefits authentic or real backgrounds can provide whenever you can. If that’s not possible, virtual backgrounds are a great option as long as you choose one that supports you and your brand.
Get more virtual selling tips on the Selling On-Video Channel!