As competition in the business world grows tougher every day, and as more and more establishments are aiming to have a global platform, marketing research solutions providers have already prepared tools to reach out to anyone, anywhere.
One of the challenges encountered in conducting a research in foreign countries is the language barrier. Although English is said to be the universal language, many people still cannot speak it.
The need to gather information from more locations is increasing so multi-language translations is becoming a necessity. Nowadays, there are applications with multi-language tools built in for the convenience of the regulator and respondent. The regulator may post or communicate using his own language and those who are on the receiving end can translate it into their language and vice versa all with the click of a button. It is true that the translations may not always be accurate but it is always close enough to the original context. In time, surely technology will be able to overcome the minor lapses and be able to accurately translate one language to another.
In marketing research, when an interview or focus group finishes a session, transcribing it comes next. Transcriptions are important for documentation and an accurate record of events.
With a transcription, the researcher may go over the entire interview seeing what the responses of the respondents are verbatim. It is important to have a clear knowledge of what the respondents are saying and only listening to their responses isn’t always enough for a researcher to gather accurate information. Transcriptions are records which can be referred to over and over again. A lot of researchers also prefer to have a transcription of whatever kind of session they have. Even if the session has been recorded on video or telephone, it is still necessary for researchers to follow the entire session with a copy or a transcription. It helps them connect the dots into what a respondent is really saying or not saying. Every reaction has a connection to the information that is found in different situations, scenarios in a focus group, IDI, phone interview and more.
In other cases, transcriptions are needed before translations can begin. If a researcher is communicating with clients who use a different language, then transcriptions help make sure the translations are not taken out of context. This prevents misunderstandings and breaks down the language barrier.