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Do This, Not That.Localizing your International Surveys
Presented by:
Lisa PietrangeliDirector, Global Client Solutions
Rachel DowlingSenior Localization Project Manager
Do This, Not That. Localizing your International Surveys
2Language Intelligence Ltd. ©2010
About the Presenters:
Lisa Pietrangeli: Lisa’s extensive experience at Language Intelligence covers many areas of the business including: project management, resource selection and management, localization consulting, and management of the localization project management staff. It is this experience combined with her analytical skills that allow Lisa to create customized, efficient processes for your organization. She has degrees in Art History, Spanish, Italian and American Sign Language. Lisa has spent time living and studying in Italy.
Rachel Dowling: As a Localization Project Manager at Language Intelligence, Rachel is part of the Survey/ Research team. She specializes in best practices for applying tools and technology to survey localization. Rachel’s strength is her ability to analyze your complex projects and execute them in the most logical, efficient way possible. She holds degrees in English and Linguistics and she has completed an internship in China.
Do This, Not That. Localizing your International Surveys
3Language Intelligence Ltd. ©2010
Reaching your international markets
• How do you prepare your English survey so that accurate localization is possible?
• How can you be sure that the data collected will accurately represent your international markets?
• How will you know that your translated surveys are culturally appropriate?
• What are some common pitfalls to avoid?
Do This, Not That. Localizing your International Surveys
4Language Intelligence Ltd. ©2010
Translation and Localization Defined
Translation - The rendering of something into another language or into one's own from another language
Localization - The process of adapting a product or service to a particular language, culture, and desired local "look-and-feel."
Do This, Not That. Localizing your International Surveys
5Language Intelligence Ltd. ©2010
Demographic and Qualifying Questions
How well do your demo questions translate?...
Or don’t they?
Do This, Not That. Localizing your International Surveys
6Language Intelligence Ltd. ©2010
Demographic and Qualifying Questions: Education
Do This, Not That. Localizing your International Surveys
7Language Intelligence Ltd. ©2010
Demographic and Qualifying Questions: Income
Do This, Not That. Localizing your International Surveys
8Language Intelligence Ltd. ©2010
Making your question relevant to your target audience
Do This, Not That. Localizing your International Surveys
9Language Intelligence Ltd. ©2010
What’s popular with your target audience?
Do This, Not That. Localizing your International Surveys
10Language Intelligence Ltd. ©2010
The messiest localization offense…Inserts and Placeholders
Do This, Not That. Localizing your International Surveys
11Language Intelligence Ltd. ©2010
The messiest localization offense…Inserts and Placeholders
Do This, Not That. Localizing your International Surveys
12Language Intelligence Ltd. ©2010
Inserts and placeholders that (usually) work
Do This, Not That. Localizing your International Surveys
13Language Intelligence Ltd. ©2010
When scales become tricky…
Do This, Not That. Localizing your International Surveys
14Language Intelligence Ltd. ©2010
When scales become tricky…
Do This, Not That. Localizing your International Surveys
15Language Intelligence Ltd. ©2010
Engage your company’s employees worldwide
•Questions about working conditions
•Questions asking participants to critique their bosses
•Questions about benefits and salary expectations
•Using company-specific terminology
Do This, Not That. Localizing your International Surveys
16Language Intelligence Ltd. ©2010
Best Practices: What to take away from this
• Work with your LSP during survey development
• Provide training for those who are authoring your surveys
• Be mindful of your international audience while crafting your US-based survey.
• In-country collaboration and review
• Create a terminology list
• Pre-Market Research research
Do This, Not That. Localizing your International Surveys
17Language Intelligence Ltd. ©2010
Get the most out of your international surveys.
Unique Challenges. Valuable Solutions. Market research presents unique challenges to the translation industry: tight deadlines, carefully worded questions, new product concepts, demands for fully localized and accurate translations for very specific demographics, and translation costs that meet the client’s budget. Language Intelligence partners with market research companies to develop innovative solutions and technology in order to satisfy these challenges.
Our goal is to uncover opportunities within your current process that will lead to higher quality, reduced cost, and faster turnaround.
Language Intelligence provides localization of market research content in web, CATI and paper format for market research companies working internationally. We also provide post-survey response translation and coding so you can accurately report results to all regions.
Do This, Not That. Localizing your International Surveys
18Language Intelligence Ltd. ©2010
About Language Intelligence
Get the most out of your international surveys.Unique Challenges. Valuable Solutions. Market research presents unique challenges to the translation industry: tight deadlines, carefully worded questions, new product concepts, demands for fully localized and accurate translations for very specific demographics, and translation costs that meet the client’s budget. Language Intelligence partners with market research companies to develop innovative solutions and technology in order to satisfy these challenges.
Our goal is to uncover opportunities within your current process that will lead to higher quality, reduced cost and faster turnaround.
Language Intelligence provides localization of market research content in web, CATI and paper format for market research companies working internationally. We also provide post-survey response translation and coding so you can accurately report results to all regions.
www.languageintelligence.com/Survey & Research Translation.htm