Best Transcription Company in the UK

Best Transcription Company in the UK

Transcription Services UK

The perks of partnering with the UK’s best transcription company are many. Especially when it comes to legal or court transcription and market research transcription. Since legal and market research companies constantly require support from transcription companies UK to help with audio transcription to text – whether of interviews or court recordings. Such companies would much appreciate the ease and peace of mind the two invaluable gems clients get from the top transcription company in the UK

Backed by over a decade of experience in legal and market research transcription, Locate Translate gradually rose to the coveted top position through sheer dedication and fine-tuning of the service it provides.  If Locate Translate tops the list of leading online transcription service providers in the UK, it’s because of our hardworking project management team and vetted audio and video transcribers who painstakingly convert audio and video to text. 

We’re today the major suppliers of transcript services to top law firms and market research companies in the UK and worldwide. If you want to try us out, just email us your requirements and attach your audio files to receive an online transcription quote via email within an hour.

Best Transcription Companies UK

The urge to use only the best transcription companies in the UK can be daunting. With many options available, all claiming to be the best, it’s dizzying for even the shrewd project managers of law firms and market research companies to choose the truly best. However, we save you the trouble, and headache, by introducing Locate Translate to you as the only truly best transcription company in the UK that’s the best match for your requirements and can exceed your expectations.

Additionally, we’re the most affordable audio transcription company delivering 99% accurate transcription output. All the while keeping transcription rates truly cheap and focusing on data security. So without troubling yourselves with sifting through details of dozen companies offering transcription, go with the best transcription company in the UK for the 2022 edition, Locate Translate. We can provide you with audio transcription as well as video transcription services.

Audio Transcription Service UK

When it comes to the legal and market research industry, a major consideration for clients from such industries is to choose the right transcription services with a focus on the accuracy of transcripts, the security of data and the proficiency of audio transcribers. Our transcript services are used by top legal aid professionals and market researchers. You too can use us for:

      • Audio typing services

      • Typing services

      • Audio text transcription

      • Audio transcription to text 

      • Transcription audio to text

Video Transcription Services

It’s often a case that market research companies and courts have video recordings to transcribe. What’s pertinently required by professionals in these fields is video transcribing services, and Locate Translate has been the leading provider of video transcription services for over a decade now. Different companies use our professional video transcribers to convert video to text and for recording transcription.

Characteristics of Top UK Transcription Companies

You might want to know what characteristics make a transcription company one of the finest in the domain. It’s better to learn about such characteristics from one of the UK’s best transcription companies like Locate Translate and see what they have that others lack. 

      • It has human transcribers for transcribing audio and video recordings
      • It’s cost-effective without compromising on quality
      • It’s 100% UK-based and any offshore transcribers employed are vetted for their skills, professionalism and sector expertise
      • It complies with GDPR in general and with the UK version of GDPR in particular and adheres to Data Protection Act 2018
      • It’s willing to sign a “Non-Disclosure Agreement” with client companies and uses encrypted channels for data sharing

The Best UK Transcription Company Winner is Locate Translate

Locate Translate

Secure, High Quality and Quick Turnaround Time

Rating: ⭐⭐⭐⭐⭐ 5/5

 Locate Translate has a team of native, UK-based transcribers and delivers 99% accurate transcripts with the quickest turnaround time. One of the highlights of Locate Translate has been its emphasis on data security and encrypted online system for sharing of files. Also, it has standing among its competitors for dedicated project management, which is guaranteed to offer you a calm and pleasant experience. Their project management team is commended for handling largescale projects with ease and quickly. Below is a brief overview of its key highlights:

      • Instant transcription quotes
      • Quick turnaround time
      • Robust data security
      • 100% UK based
      • Quality project management
      • 30+ languages

An Overview of Locate Translate’s Transcription Process

Locate Translate follows a straightforward transcription process which can be completed in 4-5 steps depending on the size of the audio/video recording and language requirements. However, below are the common steps involved:

Step 1 – A client gets assigned a dedicated project manager who communicates with the client’s team to understand further their requirements before assigning a transcriber.

Step 2 – A native transcriber whose expertise matches your requirements gets to convert audio files into text.

Step 3 – Transcripts delivered by transcribers are passed on to the QA team for rigorous quality analysis to establish their accuracy.

Step 4 – only after establishing their accuracy, transcripts are delivered to the client via secure online channels.

Picking the Right Transcription Company for your Company

The most important consideration for any legal or market research firm is how to pick the right transcription company. You can and should begin with your own requirements, and keep ticking other boxes like the quality of transcripts, data security and NDA compliance, turnaround time and foremost industry-specific experience.

We’ve got a detailed blog on things to consider before picking a transcription company. You can find it here. Still, we will take the opportunity to summarise key considerations to look for in a UK transcription company – by the way, you will find all these things in Locate Translate. 

      • Transcription Accuracy
      • Transcription Security
      • Experienced Transcriptionists
      • All Types of Transcripts
        • Verbatim Transcripts 
        • Full-Verbatim Transcripts
        • Detailed Notes Transcripts
      • HTTPS and Encryption
      • NDAs and Privacy Policies
      • ISO Accreditations

Call us on 0208 050 2426, email hello@locatetranslate.co.uk or contact us using our online transcription quote form if you want to know more about our transcription services.

How to Choose the Right Market Research Transcription Services

How to Choose the Right Market Research Transcription Services

You’re a market research company, you’re well aware of the importance of transcription services in getting insights from studies. Whether in the form of interviews or surveys, market research companies rely on transcription to store, analyse and drive results from data.

      • Unless you have accurate transcripts you can’t draw satisfactory conclusions from studies.
      • Without a secure service, you can never rely on the process. 

So you need a service which is secure, accurate, and affordable at the same time!

This guide is for market research firms so they know their priorities and choose the right transcription services that meet their expectations.

Transcription Accuracy

Superfast delivery of transcripts ( of market research interviews ) won’t benefit your agency much if it isn’t accurate. With inaccurate transcripts, you’re losing not just your precious time and money, but insights as well. 

⇒ Only accurate transcription service is beneficial for a market research agency.

Transcription Security

Market research is synonymous with ‘sensitive data’ because day in and day out you deal with data that’s highly sensitive and confidential.  What you need therefore is a secure transcription service, not just a transcription! Any compromise on the confidentiality of information could potentially destroy your firm’s reputation.  

⇒ It’s vital for a market research agency to choose a secure transcription service when outsourcing transcripts.

How About Automatic Speech Recognition (ASR) Software?

Automatic speech recognition (ASR) software is one of the most disruptive technologies of modem times. It’s a cheaper and fast alternative to human transcription services — but relying blindly on software for transcripts would be a mistake.

      • ASR is around 80% accurate
      • Human transcription is over 99%+ accurate

On the accuracy front, ASR lags behind by a mile and can get further compromised by low-quality audio, background noise, cross-talk, and complex grammar, delivering as a result totally inaccurate outcomes.

On the other hand, human transcriptionists can proficiently identify and handle multiple speakers and cross-talk respectively and can edit transcripts to perfection.

⇒ Where accuracy and security are concerned cheap is expensive and expensive is cheap!

Experienced Transcriptionists

Experience is priceless! And market research companies would be better off if they adhere to this saying! Take any market research company, it has to look into loads of data, mostly in the form of recordings. For a researcher listening to a recording is a time-consuming process. And reading from a transcript … much easier and fast!

Different types of transcripts capture different levels of detail, you may choose one suited to your needs. Here’s the breakdown of the most common types of transcripts and the levels of detail they capture.

Verbatim Transcripts 

Also referred to as intelligent verbatim, these transcripts capture a word-for-word account of the recording, leaving out stutters, verbal tics, ‘hmms’, ‘ahs’, and interruptions to deliver easy-to-read and comprehend delivering details.

Full-Verbatim Transcripts

Full verbatim, as the name suggests, includes every detail, including non-essentials like stutters and interruptions. For a few extra bucks, transcriptionists may also deliver pauses and laughter and annotations on tone. Clearly, it’s detailed and slower to read.

Detailed Notes Transcripts 

Detailed notes are edited, to the point and on-topic transcripts and are usually delivered by transcriptionists who happen to be market research specialists. Anything off-topic is edited out, so you will find no chit-chat, no rambling answers in a detailed notes transcript. Only a concise summary and on-topic details find a place in such transcripts.

Other Things You Should Consider To Choose the Right Transcription Services

HTTPS and Encryption

Choose only encrypted transcription services for your market research firm and ones that use only HTTPS websites. Avoid transcription companies lacking an HTTPS website to safeguard your data and ensure data exchange is encrypted.

NDAs and Privacy Policies

A transcription company that you choose to work with should be willing to sign an NDA (non-disclosure agreement). Another measure to take is checking their privacy policies to ensure data security.

ISO Accreditations

Companies that have ISO accreditations should top of your priority list. The ISO accreditations like 27001 and 9001 mean that the company has in place a robust information security management system for a high standard of security and management.

Freelancer, Software or In-House Transcriptionists

Data security is tied to who’s transcribing your data. If you’re using a freelancer,  you lose control over privacy. If it’s software, the data breach will be highly likely. If the company has in-house transcriptionists, your data will be transcribed under strict privacy laws.

If you’re happy with a transcription service from a company you worked with recently, aim for a long-term relationship with them. Look for a company specialising in B2B transcription services that could be your reliable partner and can save your firm a considerable amount of time and money, and loads of headaches as well!

You can benefit hugely from a reputable transcription service provider and enjoy peace of mind when you have a trustworthy partner to deliver transcripts on time and within budget.

Locate Translate

Locate Translate is a London-based transcription company that specialises in Audio and Video Transcription and On-Site Note Taking. We offer formidable customer support and robust standards of security and accuracy.

      • Dedicated staff like project managers, QA team, etc, and linguistic resources for transcription in multiple languages
      • Transcribe accurately unscripted conversations that have poor audio quality to generate more value
      • In-house QA team to run daily QA checks on each transcriber’s files to improve transcripts’ accuracy
      • Strict data security measures, GDPR and Data Protection Act 2018 compliant,  to protect your clients’ data & privacy

Locate Translate stands for human transcription of audio recordings bound by laws of privacy like GDPR and Data Act 2018, with transcribers who are signatories to a ‘non-disclosure agreement’, guaranteeing, therefore, your data is in safe hands.

Care, discretion, and finesse are our gold standard in professional transcription, contact for a FREE QUOTE.

Translate and Transcribe Interviews in 30+ Languages

Translate and Transcribe Interviews in 30+ Languages

Different industries, from market research to academics, rely on qualitative and quantitative research in their respective fields to identify opportunities for growth, record expert opinions on clinical trials and understand customers’ views. 

Needless to say, in every field and industry, whether healthcare, market research, or education, research interviews are integral to their strategies for future course of action. And in a way, the information stored in these interviews holds keys to a business’s future growth and market dominance.

A pharmaceutical company may conduct market research to better understand doctors’ views on their new drugs so that they can tailor their marketing message accordingly. Similarly, a tech company may conduct market research to gain insights into how their consumers will respond to the new features they want to introduce into their digital products.

⇒ You may also be interested in: How to Get Transcripts of Podcasts

Two Biggest Challenges to Research Interviews

So far so good, but two challenges may impede how successful interviews may go. 

Challenge one …

Conducting interviews with overseas consumers who speak a totally different language than yours is a challenge. 

A UK based pharma company may want to introduce a new drug in Chinese markets and in that respect, conducts a qualitative market research interview with Chinese doctors to gather relevant information about the existing drugs targeting the same disease and to understand from that how it should market its drug in the same market, for example, which features to highlight in its marketing campaign, etc.

⇒ You may also want to explore: Zoom Simultaneous Interpretation for Webinars

Now the purpose of research interviews is to collect information to draw informed conclusions and identify opportunities, you cannot do so when the language of the interview recording is not the language that you speak!

Solution …

For that, you’ll need transcription translation services in order to store information in transcripts written in your native language, which Locate Translate does perfectly by translating the interview into your native language. 

Challenge two …

Irrespective of whether it’s an IT, marketing, social research, PR, business-2-business or medical market research interview recording, you want it to be as accessible and referenceable as possible so that it can be shared with team members for their perusal. 

⇒ For the legal industry Locate Translate offers both Legal Aid Translation Services as well as Legal Aid Transcription Services.

However, that’s not the case. Interview recordings have large file sizes, consequently hard to share with colleagues. Besides, you don’t want to go through the full recording to watch or listen to it in order to analyse the data. That’s simply counterproductive! 

Solution …

As a result, the need to convert audio to text is imperative! Doing so will enable you to share and reference the information quickly.

So by leveraging these two solutions, you can extract crucial information from interview recordings quickly.

Locate Translate Helps Translate and Transcribe Research Interviews

Here at Locate Translate, we have helped countless businesses overcome the challenges listed above posed by market research interviewing. 

No matter the language in which you’ve recorded the interview, we will help with transcription translation in over 30 languages. In a similar vein, we will deploy professional transcribers who will convert your audio and video recordings into the text as accurately as possible and provide you with written transcripts within a few hours of requesting the service. All the while maintaining the highest levels of accuracy and timeliness. 

Once transcribed, you will no longer have to spend hours listening to the interview recording, which possibly saves you plenty of hours that you could spend rather researching. Moreover, we use professional human transcribers and translators, not machines, to help our clients with translation and transcription.

⇒ You may be interested to know: Artificial Intelligence vs. Human Translation: Pros and Cons 

We have years of experience in translating audio to text from all kinds of files and offer all-encompassing transcription services for interviews, webinars, teleconferences, podcasts, and videos. And we offer 100% accuracy and consistency on all transcripts and customised solutions tailored to meet your needs.

⇒ Explore here: Locate Translate Website Translation Services

Translate Transcripts into Multiple Languages

Transcription translation refers to the translation of transcribed material from the foreign language into the native language and vice versa. 

So what it involves is the conversion of one oral language form into written form in another language. For quality transcription-translation, therefore, along with professional transcribers, skilled linguists in the target language are also required in order to translate a transcript.

And Locate Translate is the perfect place to find skilled linguists to translate and transcribe interviews in over 30 languages. Locate Translate specialises in multilingual audio transcriptions where we help individuals and businesses to transcribe audio/video files from a source language into multiple target languages. We assign only professional transcriptionists who have proven experience in the niche of your business and linguistic expertise.

Research Interview Transcripts

All the research interview transcripts delivered by us can prove to be priceless assets for your business.  And we say it for a reason! 

That’s to say, it’s easier to analyse transcripts than watch or listen over and again to lengthy interviews. Consequently, you can draw more reliable and accurate conclusions from your research as our transcription professionals leave no detail out of the transcripts.

A full verbatim interview transcript is the best way to store information with regards to what was said, the questions and answers, in an interview. By the end of it, you will have a word-for-word record, including the non-verbal communication and filler words like “errs”, of your interview and do an analysis on it instead of an audio recording. But you can get rid of non-verbals and fillers with intelligent verbatim transcripts. One of the benefits of intelligent verbatim is the clarity of the transcript, which makes it easier to read and analyse.

Benefits of Interview Transcription and Translation

Research could do no good if it is not documented and preserved accurately and made easily accessible. Transcribing recorded interviews do exactly that, and more! Below are some of the biggest benefits of transcription of an interview.

1. Transcription provides you with a written record of your research interview

Having a written transcript, instead of recorded audio, of an interview helps with the storage, analysis, and sharing of research data. Transcripts which are basically text documents use significantly less memory, and hence are easier to store in multiple formats than audio or video recording. 

The accessibility of written transcriptions proves helpful in reviewing objectively interview questions and responses and sharing the conclusions with coworkers and other researchers. 

In the meanwhile, one has to say that written transcripts lend themselves more easily to translation into multiple languages.

2. Transcription renders market research analysis less time-consuming

When you have a written transcript of the interview, it makes no sense to go through the whole audio recording of the interview every time you require some information or data. 

It’s for this reason that market research transcription is considered such a game changer! As it helps convert the complex and lengthy recordings into less time-consuming transcripts, which are easier to search through for particular information by looking for specific words and timestamps.

And you will have the required information readily available to you with typed transcription of a research interview and save you the trouble of ever playing over and over the audio or video recording of research interviews.

3. Transcription brings accuracy to the results drawn from market research interviews

One of the disadvantages of listening to the audio recording of a research interview is that most of your time goes into note-taking, which reduces understanding significantly. Transcription of an interview helps overcome this by converting the recording into a text document, which reduces the time that’d rather go into taking notes and is easier to lock to the memory with attention concentrated on the text. And adds context, credibility, and transferability to the research.

As you’re focused on the text itself, you’re likely to draw more accurate conclusions in a well-contextualized manner with interview transcriptions than with audio/video recordings.

4. Transcribing interviews makes it easy to reference and quote interviewees

Instead of referencing the full document, you could easily reference the interview directly and quote his/her response when needed. This is possible only when you have a written transcription of audio recordings. In other words, transcripts are easier to skim through if you’re looking for specific information.

How to Have an Interview Translated and Transcribed?

Creating an interview transcription helps keep information well organized, makes information accessible, and saves time. You may have loads of recordings with you that you’d like to have converted into text documents. At Locate Translate, we translate and transcribe all types of interviews for a wide variety of industries, and deliver transcription service which is accessible, accurate, and cost-effective. 

We follow a straightforward transcription and translation process to deliver accurate transcripts within a few hours.

Upload

You upload or email us your audio/video file securely.​

Choose Service

You select from a variety of transcription and translation options and place your order. ​

Transcribe & Translate

We assign qualified transcriptionists and translators to transcribe and translate the transcript, respectively.​

Receive Translation

You receive the translated transcript via email.

Call us on 02086094852, email hello@locatetranslate.co.uk or contact us using our online translation and transcription quote form to inquire more about how we could help you translate and transcribe interviews in multiple language pairs.

Translation in Market Research Studies? – Locate Translate

Translation in Market Research Studies? – Locate Translate

Translation in Market Research Studies? – Locate Translate

We’ve been trained to be effective listeners before we become effective speakers! That way our communication becomes more productive! And nowhere does the aforementioned bit of advice serve better as in running successful marketing campaigns. However, you want your marketing message to cut through linguistic borders and serve the target audience without diluting its cultural conformity. You do that by market research translation.

We live in a globalized world and today’s businesses have the edge of an ever-expanding international marketplace, readily accessible. Leading your organization into a vast pool of local markets has never been easier and more profitable. But the only thing that can pull down your business in such an endeavour is the language barrier. And it’s here where you feel stuck in a linguistic conundrum that market research translation creeps in to get you out! 

To say the least, nothing can guarantee your business success in the globalized marketplace more than market research translation. So it goes without saying that if you’re planning to expand to a new language marketplace, market research translation is your go-to tool. Needless to say, market research translators help your business ask the right questions and get the right answers. Taking advantage of which you can move your business more efficiently to wherever you want.

What Constitutes Market Research?

If you’re new to the translation thing, you may want to know what exactly market research translation is and how can it help your business? Here’s what it is …

Simply put, market research is the process of gathering data or information about the buyers of a business. So, what it constitutes is your target audience’s persona, likes, dislikes, tastes, opinions, preferences, and more. Building upon the bulk of information and data gathered through market research, a business can measure more accurately the likely success of its product or service in the targeted market.

In addition, it provides businesses with the opportunity to understand their consumers more closely, especially the way they think about your products and services. You can always apply these insights to your marketing activities and improve your business’s standing in the market.

Multilingual Market Research

As has been shown above, market research studies are important. Studying the market reveals many valuable things about what it demands and how your business can satisfy those demands. In a similar vein, think of multilingual market research that offers linguistically targeted market research. In other words, it helps you understand the new language market better and get to know your new locale more intimately so that your brand message can resonate with your foreign audience. And as a result, speak in the tongue they understand.

The Growing Need for Market Research Translation

You can never succeed in countries that don’t speak your language without connecting with its people at a personal level. It’s something that every business seeking dominance in new markets needs to acknowledge. 

Therefore, if you’re aiming for dominance over new markets, the first step in this regard, besides market research, is translation. While there’s plenty of data available, what else businesses need is market research translation to squeeze valuable insights out of the raw data. 

For every market, a host of research surveys can readily tell you a great deal about the audience’s behaviour, particularly their reactions to products and services being offered. Without this prior knowledge, all your marketing activities can fall flat. Even when they’ve got the advantage of data, businesses still have to deal with the language barrier when accessing market research surveys.

Only by overcoming the language barrier can you truly improve your business’s standing in the new market. By using market research translation, businesses connect with local people and understand their opinions and expectations – both are important if you’re seeking expansion.

Why Market Research Translation?

Not only is market research perfect, but it is also an accurate way to evaluate your new market and offers precise insights into audiences’ reactions to your services and products. No doubt then translation has become imperative for brands to incorporate into their marketing strategies, given its impact on our understanding of the foreign audience. 

Simply put, market research translation plays the role of mediator between your business and the foreign audience you’re targetting. Once the subtle nuances of language they speak are made known to you, it makes your work of customizing your products or services for your target audience a lot easier.

Translations empower your business or organization to reproduce your content in the target language. To say the least, in a market survey, translation is the ground on which rests your ventures into brand-new markets and helps you connect right away with your target audience in the language they speak.

But to refine your content further, you need to accompany translation with localization. It serves to customize your content to adapt it to the culture of the regional market. And takes into consideration the non-linguistic factors as well, including iconography, imagery, currencies! 

All these elements are prerequisites to dominating local markets. Just keep in mind that English as a language covers only 17 per cent of the world population, roughly 1.3 billion speakers! 

That means 80 per cent of people walking on the face of the world are non-English speaking. Therefore, without translating content and making it for the market you’re targeting, you’re in for a loss. 

How to Ask Right Questions?

If you’re preparing a questionnaire, try to keep your questions precise to garner the desired response. That’s why you need a market research translation service because only a translator can offer you an inside-out sneak into your new market. 

Why Research Surveys Require Translations?

Is it required at all to translate market surveys? Still caught in this question, we’ve something thoughtful to share that will put to rest the discussion surrounding marketing research translation, keep reading!

In the proceeding paragraphs, we will investigate market research translation and see how it can help us better utilize our budget and garner precise data. Its importance is not confined solely to the survey translation. It optimizes surveys written in a foreign language; renders surveys understandable for us to have more accurate conclusions at our disposal. 

As years go by, the number of new markets opening up will only increase. And as a consequence, we’ve seen the number of research surveys grow manifold. However, here’s a catch! A majority of these research surveys don’t have English as their language; these are often non-English! 

Market Research Translation is a Necessity for Success in Globalized Marketplace

Of course, globalization has given us access to the markets far and wide of the world. However, these markets don’t necessarily have English as the native language and trade mostly in the local tongue. If you’re planning to launch your business in such a non-English market, you’re going to market your products and services to consumers who don’t speak English. 

Therefore, it’s obvious that not just language but cultural differences also have to be taken care of when marketing to such an audience. And in all likelihood, their response to your marketing message is going to be different than your local consumers.

While businesses have the research surveys to guide them through the new market, what hinders their free movement into the new market is lacking research translation. Market research translation cannot be overlooked except at the cost, which is business itself!

When you translate market surveys, benefits abound! One of the best benefits to reap with translation has to do with the way it tailors your marketing message, making it appropriate for the consumption of your target audience.

Why Interviews Require Interpreting?

Global reach is what businesses aim for. But that requires overcoming the language barrier if you’re looking for across-the-world communications. To make that happen requires a robust interpreting capability where interviews conducted between two parties speaking two separate languages are rendered comprehensible. Interpretation has made it possible for businesses to reach across the globe, cutting across cultures, languages, geographies.

At the same time, interpretations lead your business to new markets by breaking the linguistic wall existing between the business and the target audience. Consequently, new opportunities come your way, which is not possible without language interpretation! 

Besides translation, interpretation, interviews may also require transcription. Shortest to say, a transcript of an interview is the written record of the complete conversation. If you want real-time transcription of the conversation between businesses and customers, go for interview transcription. Video recordings and audios too are being transcripted for clarity, lasting storage, and brevity.

Transcripts are necessary to capture even the minutest details hidden in an interview. You can always go back to the transcript to review it. 

Once transcripted, you can share the interview with others. The subtle nuances discerned from the customer’s answers pave the way for a good discussion with colleagues. Moreover, it also serves as the record of the interview.

It’s been a custom of interviewers’ to take notes while interviewing. It upsets the interviewer’s attention. All his attention goes to note writing. Transcriptions come in handy by allowing the interviewer to pay attention to the active listening while giving him the freedom to go back to the interview transcript anytime. 

Effective Market Research Translation

The role of market research translation does not end at mere translation. It goes beyond that. It needs to communicate the results extracted from the research surveys without distorting the original content or context.

Furthermore, an important thing to pay attention to is cultural differences. It may even require you to modify your content to adapt to the local culture cause cultural sensitivity matters. 

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Collaborate for Success: How Language Service Providers Support Global Market Research Projects

Collaborate for Success: How Language Service Providers Support Global Market Research Projects

When working on global market research studies, market research companies need to deliver accurate, high-quality data for their end clients, so that they can make informed business decisions.

However, when market researchers are faced with a market, who, although may speak English, may not fully understand the requirements of the research if English is not their first language, clearly a language specialist needs to become involved. But this is not necessarily a straightforward process. Even when a language service provider has been engaged, there are still pitfalls.

This week, Locate Translate looks at the critical role that language service providers play in delivering high-quality, accurate research data and what processes need to be in place to ensure their role is being completed effectively.

Gaining the Right Data is Pertinent to Ensure Market Research Projects’ Success

Whether data collection involves written questionnaires, face-to-face focus groups or in-depth telephone interviews, for market research to be carried out effectively, the right questions need to be asked, in the right way, to ensure full comprehension from the respondent. Equally, a complete understanding of their responses also needs to be gained. Without this understanding on both sides, the data will be inaccurate, conclusions drawn will be invalid and the risk of making incorrect, costly decisions is high. When data, from questions and responses, needs to cross a language barrier, the potential for misunderstanding increases.

For example, a famously mistranslated tagline for Pepsi has gone down in marketing lore. The initial campaign was “Come alive! You’re in the Pepsi generation”. However, it has been reported that the subtle change to “Come alive with Pepsi!” led to the misinterpretation in China that this was suggesting the drink brought back ancestors from the grave! There have been various claims on how this was translated to the Chinese market, including:

  • Come alive out of the grave with Pepsi.
  • Pepsi will bring your ancestors back from the dead.
  • Bring dead ancestors back from heaven.

This example firstly demonstrates how a subtle change in a phrase can have quite disastrous effects when translated and secondly questions how there was not local research carried out to pick up this pitfall before the campaign went live. It is reported that sales in China took a dramatic downturn following the campaign, but with no confirmed data from Pepsi, the real effect is actually unknown.

How to Language Service Providers Help in Collecting the Right Data?

When engaging with language services, a number of precautions should be taken to ensure the data collected is transferred accurately and a similar situation does not occur.

Below we share the things that should be considered:

  • When working with a language specialist; translator, transcriber or interpreter, it is vital that the linguist specialises in working within that industry sector. For example, consider a medical translator. Some of the terms involved when researching a new drug or procedure are so specific that without specialist knowledge, it is unlikely that the linguist with being able to translate these terms with complete accuracy.
  • Native translators should always be used. Again, to ensure accuracy of terms, and also localisation of phrases and idioms, the translator should always work into their native language.
  • Does your language service provider offer a proofreading service as part of the translation project? This is a necessary safeguard; checking for errors and ensuring the best quality work has been completed.
  • Have clear timelines been established? Many market research projects work to strict deadlines. When language assistance is required, enough time needs to be built into the project to ensure these are met.
  • Many global market research projects collect data via interviews, which are recorded and then passed onto a linguist to transcribe and translate. When engaging with a linguist in this way, as above, they need to be native in the language and a sector-specialist to ensure the highest quality work is provided. They should also be experienced transcribers. Transcribing is quite a skill and being able to capture all audio accurately is more difficult than most people would expect. By working with experienced transcribers, you can be reassured that everything that can be heard, will be heard.

Key Takeaways

These are just a few of the considerations that global market research companies need to make when engaging with language service providers. Working with a good quality language service provider will ensure the successful delivery of the data analysis and a happy end client.

For more information on how language service providers can collaborate with market research companies to produce successful global research, check out our full whitepaper here.