Market research translations

Shoddy translations can easily ruin your market research project. In a questionnaire, an inaccurate term, an over-literal translation, or an improper cultural reference could result in a Spanish speaker understanding the question differently from a person responding to the same survey in English.
Once you have asked the wrong question, you will receive the wrong answer and you will not be able to compare your survey results accurately across different language groups.

Getting it right from the beginning
Translations for market research require a carefully crafted process to ensure that research results are relevant and accurate.
That is why we pay particular attention to three points:

  • target audience
  • linguistic accuracy
  • project management

Target Audience
To ensure that the meaning of any question or statement will be correctly understood by the local respondents we select translators from the same location. So if we translate a customer satisfaction survey for the Mexican market we will assign a Spanish translator from Mexico rather than one from Spain. Although Spanish is spoken in both countries there are numerous differences in terms and idioms, which could lead to misunderstandings.

Linguistic Accuracy
To ensure the validity of market research material we assign professional translators who have proven their ability to accurately translate even the most subtle nuances. All our translators:

  • Are native speakers of the target language
  • Have many years’ experience of translating market research material
  • Are experts in their specialist fields

Project Management
Deadlines for market research projects are often tight and translations must be ready for scheduled launches in the field. Our project managers are well trained to prioritise and coordinate work, while our channels of communication are quick and efficient to resolve any queries and issues that may arise over the course of the project.


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