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Asking the right questions: translating market research

How can a global market research company adapt their surveys for multilingual audiences? With specialist translators and industry expertise, Lingo24 ensures that our clients within the Market Research sector are always asking the right questions, no matter the language.

One of our largest Market Research clients, with offices in the US, China and throughout Europe, has a wealth of knowledge and insight across a wide range of industries, and has carried out more business-to-business market research studies than any other company in the world.

Picture credits: Mathias Rosenthal /

The challenge

When it comes to translation, quality and fast turnaround times are their top priorities. Most of their work involves localising surveys for foreign audiences. Since they deal with end clients from different industries, they need to ensure they get the terminology right for every sector. They usually have tight deadlines, and need the translated surveys back as soon as possible.

These surveys are mainly designed for telephone interviewing, and address respondents in very specific ways, especially when dealing with decision makers and technical buyers. The translators need to have background knowledge of the required industry, and take special care to get the client’s own house style right.

The solution

We created teams of dedicated translators depending on the end client’s industry, including some with specialist knowledge of IT, Oil & Gas, and other sectors. For each project, we select the most appropriate suppliers. We also have comprehensive translation memories of all their previous translations, which ensures consistency and helps improve speed.

Given the data types they capture, our client usually exports their content to be translated in either XML or Word format. Following the client’s instructions, our technical team prepares the files for translation, pre-filtering if necessary so that only the content to be translated is shown. Our linguists carry out the work using our translation software, and return the files in the same format.

Our client usually lets us know about projects in advance, so we can ensure that the right suppliers are available. If dealing with projects in multiple languages, we deliver the languages in batches so they can process the translated content as it comes to save time at their end.

The outcome

Our client is happy with the quality of translations and is especially impressed by our responsiveness. We often come back with translations ahead of deadlines, which helps them with their workflows. We’ve built up a close relationship with various members of their team, and look forward to continuing our productive collaboration.

•    Lingo24 has worked with this client for two years, and so far we’ve translated over 800,000 words for them.
•    We’ve completed projects in a wide range of language combinations, including English into French (France and Canada), Italian, German, Spanish (Europe and Latin America), Chinese, and Russian.
•    We translated over 7 million words for clients in the market research sector in 2014 alone.

*Picture credits: Mathias Rosenthal /

Steve Griffin

Steve Griffin edits and writes for the Lingo24 blog. After studying Drama at Exeter University and completing a postgraduate diploma in Management at Durham University, he worked in Marketing & Communications in a global recruitment company for five years, before spending some time as a freelance copywriter and marketing consultant. Steve enjoys bringing his creative flair to writing and marketing projects, and has always been a passionate student of language.

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