The Value of Multilingual Market Research

The Value of Multilingual Market Research

Multilingual market research is what companies often turn to when exploring their options to expand their global reach. This type of research typically means using professional translation services to help prepare documents localized for different countries and regions. Multilingual market research attempts to collect the same information and data from multiple countries at once. Companies can then use this to develop a strategy that will allow them to branch out quickly into the global marketplace.

The goal of multilingual market research is to identify opportunities, set goals, and position yourself for profit in a variety of languages. A multilingual market research approach puts this research on warp speed. Instead of just studying one international market at a time, you can have one freelancer working on the English to Mandarin translation of your survey, another translating it from English to Spanish, a third translating it into German, and so on. This strategy involves a team of planners, translators, and localization specialists working simultaneously. It takes careful thought, but has many potential benefits.

A Multilingual Market Research Approach Creates Consistency for Translators and Project Coordinator

If you’re going to conduct multilingual market research in multiple countries, start by developing a questionnaire or survey that will be the primary data collection tool. From this virtual base camp, you can build out your research to include any language, getting multiple translators to work from the same original information. Then, although your surveys will be delivered in different languages, they will be consistent. This is critical when the time comes to analyze the data.

This approach ensures that you don’t have to reinvent the wheel every time you want to research another language. It also keeps all your team members from a translation agency on the same page and generates team spirit for the project.

Importantly, this method makes it much easier to build in flexibility from the very beginning of the multilingual market research. Bear in mind that, though your end goal will be the same, the methods you employ to collect data from each region may vary. Your translation experts will likely modify the wording and delivery of research questions to ensure they are culturally appropriate and localized.

Multilingual Market Research Can Increase Revenue

By using a translation company, you can ensure that your questionnaires are appropriately localized for the audiences you are polling. With help from professional translators, you can plan strategically. The cost of testing the market in different countries can be a lot less than money wasted launching an ad campaign that fails due to miscommunication or poor planning.

Having a translation agency working on your project in multiple languages at once means that you broaden your reach by a much bigger margin, and at a faster rate. Plus, it allows you to engage with far more customers from day one – and more engagement can mean higher profits.
This multilingual translation method also benefits your organization by allowing you to compare the results from each locale. It can give you insights into what sort of revenue is possible. Owning this type of data is pure gold from a marketing perspective. It will provide you with everything you need to know to introduce your product or service in a specific region.

Conducting multilingual market research is a bold undertaking. However, it’s so much faster than performing comparisons by researching and translating languages one at a time. That approach could waste valuable time, even stalling you from forging ahead with your brand’s launch (while your competitors steal the show).

Strong Translation and Localization Can Build Your Brand’s Reputation

Translation services for multilingual market research need to focus on the localization of each target audience. Without doing specific research geared toward the cultural nuances of each region, you run the risk of your brand’s research, and subsequent launch, being unsuccessful.

For example, an advertisement for your app or product might depict a member of one gender or age group participating in a recreational activity/sport. This may work perfectly well in one market, but not translate appropriately to another.

You’ve got to know who your buyers are, where they will be purchasing your product, how much they are prepared to pay, how old they are, what colors, words, or gestures may be offensive, and the marketing methods they are most receptive to. All of this will vary in each separate locale. This is why part of your strategy must be to secure translation services that can apply localization as well.

Once you are equipped with this vital multilingual market research information, translation of your marketing materials and creatives can be customized to each foreign market. You will be able to cater to each one individually, rather than assuming your audience will adapt to a one-size-fits-all approach. Adapting your brand to your market in this way can do wonders for its reputation and ultimately result in a more profitable endeavor.


Louise Taylor

Louise Taylor is head of content at Tomedes, a translation company serving clients around the globe. Her remit includes everything from covering translation industry news to the promotion of linguistic diversity.

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