6 interesting facts about market research translation
1st July 2024
Market research is all about understanding people and their preferences. But what happens when those preferences are expressed in a different language? That’s where market research translation comes in.
Market research translation is a critical component in global market research, enabling companies to gather accurate and meaningful insights from diverse audiences.
Here are five interesting facts about market research translation that highlight its importance and complexity:
1. Nuance over accuracy
Market research translation goes beyond just converting words from one language to another. It requires a deep understanding of idiomatic expressions and local customs. Translators must be familiar with cultural nuances and adapt the message to resonate with the target audience. For example, a survey question that works perfectly in the United States might not resonate the same way in Japan. Translators need to ensure that the translated content conveys the same meaning and intent as the original, considering the cultural context. This process, known as localisation, helps to avoid misunderstandings and ensures that the data collected is relevant and accurate.
2. The role of back translation
A process called back translation is often used to ensure the accuracy of translated survey materials. This involves translating the survey from the target language back to the original by a different translator. Comparing this back-translated version with the original text helps identify any discrepancies or mistranslations. This meticulous process ensures that the final translated version is as close to the original meaning as possible, maintaining the survey’s integrity.
3. Impact on data quality
Accurate translation is crucial for maintaining data quality in market research. Poor translation can lead to misunderstandings, misinterpretations, and ultimately, unreliable data. For instance, if a question is misinterpreted by respondents due to a translation error, their answers may not reflect their true opinions or behaviours. This can skew the results and lead to incorrect conclusions. High-quality translation ensures that the data collected is consistent, reliable and valid across different languages and cultures.
4. Specialised translators for different industries
Market research translation often requires specialised knowledge, depending on the industry. For example, translating a survey for the healthcare sector requires familiarity with medical terminology and regulatory requirements, while translating a survey for the technology industry requires understanding technical jargon and concepts. Professional translators with expertise in specific industries can ensure the translated content is accurate and contextually appropriate, leading to more precise and actionable insights.
5. Machines vs. minds
Machine translation (MT) is making strides, but it’s not perfect for market research. MT struggles with the subtleties of language and cultural references. With their deep understanding of both languages and the research field, human translators will deliver the accuracy and cultural sensitivity needed.
6. Beyond words
Market research translation goes beyond just text. Images, videos and even humour can be culturally specific. Translators may need to adapt visuals or jokes to ensure they land well with the target audience and don’t misrepresent the research data.
In today’s interconnected world, accurate market research translation unlocks doors to valuable consumer insights across the globe. It allows businesses to tailor their products and services to diverse markets, ultimately leading to a competitive edge. So, next time you see a market research report, remember the silent heroes behind it, the translators who bridge the language gap and ensure a clear understanding of consumer preferences worldwide.
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