The Role of Market Research Translation in International Expansion

Market research

Increased global connectivity creates exciting opportunities for businesses to expand beyond borders. However, before setting foot in any international market, it is important to have a thorough understanding of the market. You want to know that your products or services have a chance in the target market as well as determine the best ways to connect with the target audience. Market research lets you gather the information that you need to make informed decisions. But, with international market research comes the challenge of the language barrier. For successful international market research, translation is crucial. We discuss in this article the role that translation plays in international market research.

Translation enhances respondents’ experience

For market research to be successful, respondents’ participation is needed. However, getting people to be willing to spare their time to give their opinions is not the easiest thing to do. You need to be able to encourage them to do so, especially the hard-to-reach populations. Translating the market surveys and questionnaires is one of the ways to achieve this. Presenting the documents in a language that your target consumers can understand helps them warm their hearts towards your business. For this reason as well, it is also important to consider localization of the documents. This involves taking care of the cultural nuances to ensure that the words and visuals used resonate better with the local cultures. It goes a long way in improving the experience of the participants, building trust for future success.

Translation ensures improved data accuracy

Data accuracy is important if you are to achieve your market research objectives. Otherwise, it would be a waste of time and resources. Making international expansion decisions based on low quality data can be fatal for your efforts. Market research translation allows effective communication between the researcher and the respondent. Participants are able to understand the questions when presented in their native language. This puts them in a position to provide better quality answers to these questions. On the other hand, translating the answers given to your language deepens the understanding, and you are able to make sense of the results.

Translation helps reach a wider market

For market research data to provide reliable insights, it is important to reach the necessary quotas. This way, you can be confident about market trends, customer preferences and other information that you want to find with the market research. Most people would be unwilling to participate if the documents are presented in a language that they can’t comprehend. This significantly reduces the number of participants’ pool. On the other hand, translating your surveys into multiple languages opens up a wider and more diverse audience.

Market research translation best practices

As shown above, market research translation plays an important role in gathering information about markets that you are targeting for international expansion. Therefore, you should tackle it with the weight it deserves. Here are a few considerations to keep in mind when arranging for market survey translation:

  • Identify the target languages – To make sense to your target audience, you want to speak to them in their native language. Keep in mind that a single language can have several variations, and missing this can leave a bad taste in the eyes of the participants. So, you need to be as specific as possible.
  • Provide enough information – To help your translators do a great job, it is important that you provide enough information. Help them understand your goals and objectives so they can know the best terminology to use.
  • Ensure accuracy – Conducting market research isn’t a walk in the park. You invest in different tools such as residential proxies and software such as Attest, Google Trends, Think With Google and more for online market research. Mistranslating the information gathered would mean seeing your investment go to waste. Work with a professional translation company with subject-matter experts to enhance your translations. In addition, ensure accuracy of the translation before releasing it to the market.
  • Consider localization – This helps you go beyond just language translation to cater for different cultures preferences, which increases participant’s engagement.

Conclusion

International expansion provides new avenues and opportunities for growth. However, it is important that the decision to move into target markets be informed by market research. Moreover, investing in market research translation raises the odds of success by improving communication in markets where different languages are spoken. Additionally, it ensures the accuracy of the data collected and opens a wider participants’ pool.