cApStAn's role in Market research
In market research translation, one first needs to determine which questions can be translated and which questions need to be localized. In addition to translation expertise, cross-cultural adaptation of survey questionnaires implies a good deal of knowledge of the target markets. Our linguists are not in Brussels or in the US, they are on location. We combine empirical data on response scales and respondent behaviors with our expertise in cross-cultural translation and adaptation of surveys to help market research organizations collect reliable data in multiple languages.
The global marketplace is volatile, unpredictable, complex and ambiguous (VUCA). In 2020, Covid19 disrupts all sectors of the economy; user and consumer behavior changes rapidly and radically; adaptive models that solely rely on AI and machine learning churn out irrelevant predictions. More than ever, consumer research is needed, often at a global scale.
How do you translate a questionnaire that measure user experience (UX) or customer experience (CX)? The organizations designing the questionnaires are tapping into non-cognitive variables. At the same time, they want to collect comparable data and they want respondents to feel comfortable with the questions. There are fills that need to be handled differently depending on the target language. Our experience is that multidisciplinary reviews of the source questionnaire before translation begins are extremely helpful. We perform fast-trach translatability assessments for UX questionnaires and anticipate adaptation issues by preparing instructions for translators in close collaboration with questionnaire authors.
- Product Surveys
New products and services penetrate mature and emerging markets in different ways. Customer behavior intelligence is vital. Questionnaires are short and the turnaround time is even shorter. Qualitative and quantitative market research translation are part of our core expertise.
- Exploratory market research
This could be investigating the use and penetration of applications allowing users to pay with their smartphone or an enterprise survey in the textile sector for a given region in Africa: the client’s needs and requirements determines the ad hoc translation/adaptation design that we adopt to meet stringent quality criteria.
See a selection of our references below.