Having trouble navigating the global market research tightrope?
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Navigating the Global Tightrope How to Cope with Quirks of Multi-Country Market Research
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Transcript of Having trouble navigating the global market research tightrope?
Navigating the Global Tightrope
How to Cope with Quirks of Multi-Country Market Research
Do multi-country survey projects make you feel like this?
24/10/2014
What Causes Complications?
Timelines…. Unpredictable
Clients… uncontrollable
Review process… undefined
Information… inconsistent
24/10/2014
TopTrans synchronizes with Market Research platforms to
expedite translations
24/10/2014
When the programming of a multi-language airport chocolate-buying behavior study got delayed…
…TopTrans assisted programmers to untangle the English source survey to accommodate grammar requirements.
Question 1: When did you decide to buy chocolate as a gift for a client? English programming: When did you decide to buy {#S7Insert} {#MRK_giftA4} for a {#RecipientInsert2}?
Here’s why – too many variables that require different sentence structure among languages
Translator’s dilemma
And each variable was used again in other questions, which multiplied the problem
Question 2: Please think about the chocolate you purchased
English programming: Please think about the {#S7Insert} you purchased
Depending on the word choice one of the 2 translated questions would be grammatically wrong!
24/10/2014
TopTrans Tip #1 for success
24/10/2014
Call upon TopTrans linguistic professionals to troubleshoot your survey before sending it for programming.
Programmers appreciate this direct assistance.
Translation nuances are critical when trying to track the subconscious mind of the consumer using a very new English-based technology – in 35 languages!
35-COUNTRY TRACKER STUDY MEASURING SUBCONSCIOUS ASSOCIATIONS
24/10/2014
Project launch always can
appear organized…
24/10/2014
Who?
Where?
How?
What?
… and then updates happen!
24/10/2014
TopTrans Tip #2 for success
24/10/2014
Complex project management is not an extra charge but adds huge value.
Project Managers breathe a sigh of relief.
Do you suffer from
Red PenClient Review Syndrome?
24/10/2014
TopTrans Tip #3 for success
Client-friendly formats for translation review
24/10/2014
Programmer-friendly formats for updating changes
Take-away tips: Elements that helpTroubleshoot
English
EffectiveFielding
ProgrammingSupport
Efficient Turnaround
ExpeditingUpdates
OnlineReview
ActionableResults
Outcomes
24/10/2014
High Quality Data
Elena Perrouin
Thank You!
Daniel Feingold
Raya Wasser
