What is Consumer Language Research? How does it work? Applying market research to the translation process can help many businesses overcome challenges when implementing Consumer or Content Marketing strategies.
Join Thao & Co. to learn more about this Consumer Language Research service, including its benefits and process in this article.
In the field of Content Marketing in foreign markets, the constant changes in culture pose challenges for multinational companies when developing localization strategies. Therefore, Consumer Language Research is a powerful tool that helps businesses control localization quality.
Like any product, translation targeted at a large group of customers needs to be meticulously polished and checked. That way, the translator can ensure its compatibility with the consumer language.
Consumer language involves the way native people communicate and the language preferences of the target audience.
Consumer Language Research refers to the process of collecting and analyzing consumer language. Besides, it is a method applied in Transcreation to manage and enhance the translation quality of slogans, taglines, product names, and more. This research plays a vital role in the localization process.
Thao & Co.’s Consumer Language Research© service offers a comprehensive solution for businesses. With expertise in Marketing Translation and market research, we are committed to delivering compelling transcreations that faithfully reflect your brand identity.
Consumer Language Research is essential in creative translation projects, which is required for marketing content that represents the brand. These include:
Is there any difference in consumer behavior in different countries? If you are bilingual or multilingual, you’ll easily notice that each language bears significant differences influenced by culture and lifestyle.
A study by Columbia University in the United States demonstrated differences in consumer perception when using:
For example, in Chinese, the word “ba” is used to refer to objects that can be held, like “ba yusan” which means an umbrella. However, in English, the equivalent “umbrella” doesn’t come with any classifiers.
They conducted an interview with two groups of respondents, one speaking Chinese and the other speaking English. They were asked about their opinions on two advertisements. One advertisement featured an umbrella held by a hand and one similar advertisement without a hand holding the umbrella. Results showed that the Chinese-speaking group found the umbrella with the hand more impressive than the other group did.
Other similar surveys also suggest language factors likely have a significant influence on consumer perception, behavior, and interests. Cultural factors also have a substantial impact on consumer behavior.
Businesses should not underestimate language and culture when approaching new markets. Consumer Language Research© can help you navigate international business projects with ease.
As mentioned earlier, research shows that language and culture directly impact consumer behavior and preferences. Internationalization is an essential process for any business looking to expand globally.
But at the same time, marketers should consider the importance of localization to attract international customers. Consumer Language Research offers exceptional benefits to help brands make a strong and lasting impression.
Transcreation that is customer-centric and evaluated by native speakers can guarantee the highest level of compatibility with local culture and utmost accuracy.
When the localization resonates with consumer language, it brings customers a sense of familiarity. From then on, your brand can successfully appeal to their choices, and foster customer loyalty.
When Coca-Cola was first translated phonetically into Chinese, the result accidentally sounded like “bite the wax tadpole.” After much deliberation, the brand managed to come up with a much better name “Kekou-kele”, meaning “tasty fun.”
The Consumer Language Research process includes content validation with native speakers. As a result, it effectively helps avoid risks of miscommunication that could negatively impact the brand’s reputation.
The interview process with respondents helps evaluate the efficiency of translation options and select the best translation. Thus, Consumer Language Research guarantees translation accuracy and appropriate incorporation of cultural nuances.
Furthermore, the tool assists businesses in choosing creative translations that have the most positive impact.
The Consumer Language Research© process at Thao & Co. includes the following steps:
After receiving project requests, we select the most suitable Project Manager and linguists to discuss how to tailor our services to your needs.
Our team of linguists will meticulously research relevant information and take note of any issues to be addressed. At the same time, the Project Manager will establish precise objectives and the target audience for the market research company. This includes:
During the Focus Group Discussions with native respondents, the translation team will pose questions to understand consumers’ preferences and cultural norms.
This helps translators gain accurate insights and valuable reference materials for the translation process.
Based on the insights collected during discussions, the translation team will develop comprehensive translation guidelines and a precise glossary of specialized terminology.
Our linguists meticulously translate content and documents, frequently referring to the glossary to ensure consistency and accuracy. For creative translation content, multiple versions will be created along with:
Following this, a dedicated proofreader meticulously reviews both the terminology and translation.
After proofreading, the translations will be assessed for compatibility and efficiency in these group interview sessions.
Lastly, we will deliver the translated documents with comprehensive reports of the interview sessions within the agreed-upon deadline.
At your request, we can also provide you with additional services such as transcription or interpretation of the interview sessions.
As Consumer Language Research is a relatively new concept in the field of translation, you may have some questions related to this service. Here are the most common concerns about this service:
This is a wise investment to ensure appropriate translations and avoid risks, especially for crucial content representing your brand, such as:
With a strong foundation and extensive experience in market research, Thao & Co. employs professional, efficient, and reliable research methodology. We have strict criteria for selecting credible market research companies for our Consumer Language Research© service.
The sample comes from a pool of native speakers in the specific region you are targeting. To ensure that respondents are truly representative of your target customer segment, they will be screened based on criteria such as:
For instance, if the products are baby essentials, the ideal respondents would typically include women with small children. Especially for products created for specific customer groups, such as doctors, engineers, technicians, specialists, and other experts, you can opt for our Industry Terms Research© service.
Working with Thao & Co. Translation Agency, you can feel the dedication and meticulousness in every word we choose. Every translation delivered to our clients is carefully crafted and proofread by our team of seasoned linguists.
We understand every translated content is important to our clients, so our linguists are committed to providing high-quality creative translation services.
Thao & Co.’s Consumer Language Research© service is built on our solid foundation of expertise in market research. With a flexible and efficient workflow, you will receive compelling translations that transcend language barriers. Clients love us for:
For more detailed information, please visit our Get a Quote page for a free consultation today!
