By JILL KUSHNER BISHOP, MULTILINGUAL CONNECTIONS
How do you create trust when you don’t speak someone’s language or understand their culture? When conducting research, trust is key to creating authentic connections with participants – and when working globally, having the right people on your team can make all the difference.
Survey Translation and Localization
Even when working with participants with high levels of English, it’s best practice to offer the option of local languages. Translating surveys involves more than converting text from one language to another; it requires localization to adapt content so that it resonates within specific cultural contexts. Surveys should be crafted to appear as if they were originally written for the local market, with familiar language and culturally relevant references. This level of customization encourages greater engagement from respondents, leading to more reliable data. Keep in mind that not all native speakers are good translators, and consider working with a professional translator or agency who understands the required level of linguistic and cultural nuance.
Interviews and Focus Groups
When it comes to conducting interviews or focus groups across different cultures, researchers need to navigate more than language – they need to understand social norms, traditions, and expectations. The ability to connect in participants’ native language can make all the difference in creating trust and allowing participants to share their authentic stories. Working with bilingual researchers who understand the language and culture can help ensure seamless interaction with participants respond to cultural cues throughout a discussion.
What about AI?
AI is improving all the time, and it can play an important role in research. It can create a good first draft of your document, and sometimes it does a good transcribing your audio. But the challenge at this point is that you don’t know what you don’t know. It may translate a question right – but it may not. It may miss what your participant said, or more importantly, what your participant meant. The overall output varies from language to language, so when quality and nuance matters, having a human in the loop is essential.
Language is more than just a method of communication – it’s a bridge to deeper understanding and trust. When companies conduct research using the native languages of their target markets, they show respect and empathy. This not only improves the quality of the data collected by encouraging openness among participants, it also enhances the overall engagement with the brand. As you plan your global research, take the time to prioritize language to help ensure that you can get to the most meaningful insights.
JILL KUSHNER BISHOP, MULTILINGUAL CONNECTIONS
