Global Insights: Edition December 2024

Welcome to this edition of Global Insights, your go-to source for the latest trends and actionable strategies in localization. Just like navigating through a new city, understanding the cultural and linguistic nuances of each market is essential to reaching the right audience. Let’s dive in!

In This Edition

? Learn why ignoring localization can skew your Market Research Data with Megan Finlay

? Take a GUESS at OUR RIDDLE challenge!

? Tune in as Kienan Hanrahan discusses AI in Localization: "Let’s Not Put Glue on Our Pizza!"

? Test your knowledge with Localization Trivia.

Why Ignoring Localization Can Lead to Misleading Data: Insights from Global Lingo w/ Megan Finlay

Accurate data is essential for generating actionable insights in market research. However, at Global Lingo, we’ve seen how easily data quality can be compromised by overlooking one key element—localization. Localization isn’t just translation; it’s about adapting your research tools and processes to resonate with the cultural and linguistic nuances of each market. Ignoring this step can lead to misleading data and unreliable conclusions.

The Importance of Human Translation in Localization: Augmented by AI

Human translation is critical to successful localization, but technologies like Machine Translation Post-Editing (MTPE) have added a new dimension. While automated tools like machine translation quickly generate rough drafts, they often miss the cultural nuances necessary for meaningful communication.

MTPE bridges this gap by combining the speed of AI with the precision of human expertise. At Global Lingo, we use MTPE to handle large-scale translations efficiently while ensuring content resonates with local audiences. Our linguists review and refine the AI-generated output to ensure accuracy, tone, and cultural alignment.

For example, in a market research project, MTPE can rapidly process survey responses in multiple languages, but it’s the human touch that ensures terms like "affordable" or "family values" are interpreted correctly. Without this step, automated translations could lead to misleading results as the true intent may be lost.

Why Ignoring Localization Can Lead to Misleading Data

Inaccurate or incomplete localization distorts data, leading to results that don't accurately reflect the target market. For example, the term "affordable" may have different connotations in different regions. We’ve seen clients surprised by how data didn’t align with expectations after using off-the-shelf translations. The issue? They hadn’t considered how different cultures interpret specific questions or concepts.

This is particularly important for qualitative research methods like focus groups, interviews, and transcription services. For example, a focus group in the Middle East may need sensitive moderation to discuss topics like family structures or social values. Automated tools can miss these nuances, leading to misunderstandings or inauthentic responses.

Real-World Examples: How Global Lingo Ensures Accurate Data

We’ve worked on numerous projects where localization was crucial. One example involved a multinational brand seeking to understand consumer reactions to a new product across various regions. The project included surveys, interviews, and focus groups. Initially, the company used machine-generated translations, but we identified phrases that didn’t resonate with local participants. For instance, in Latin America, certain phrases weren’t understood the same way as in Spain. Our linguists and moderators adapted the language, ensuring culturally sensitive communication and clearer insights, which helped refine the product launch strategy.

Another example is our transcription services. Transcribing interviews from diverse markets requires not only accurate word-for-word transcription but also capturing cultural context. Our transcriptionists, familiar with the local context, ensure every nuance is captured, preventing misunderstandings that could distort the data.

The Global Lingo Difference

Localization isn’t one-size-fits-all. Each market has unique challenges, which is why we take a tailored approach to every project. Whether it’s survey localization, transcription, or focus group moderation, we adapt each element to the cultural and linguistic context of the market you're studying.

At Global Lingo, we’re committed to providing human-powered localization services that ensure accurate and meaningful data. Our focus on quality, cultural sensitivity, and linguistic expertise gives you the insights needed to make informed decisions.

Conclusion

Ignoring the importance of localization, especially human translation, can undermine your market research data. Global Lingo offers expert localization services that ensure your research reflects the true voice of your target market. With our help, your data won’t just be accurate—it’ll be actionable.

Riddle, Riddle, Riddle!

Give the RIDDLE a try & share your GUESS IN the COMMENTS below!

AI in Localization: Let’s Not Put Glue On Our Pizza! w/ Kienan Hanrahan

AI has been a topic of discussion at almost every conference I’ve attended over the past 2 years. People are accomplishing incredible things with AI. I’ve also seen a few instances of AI output that makes you scratch your head (see the title of this article). AI is a disruptive tool not only for corporations, but for humanity at large. The keyword in that sentence is “tool.” It will not replace humans, as no tool has yet, and we will learn to use it to better ourselves.

How this applies to localization is interesting to me. We can create and translate marketing content, learning courses, documents in minutes. There are AI agents that can be used in videos, both on screen and as voiceover. In fact, I saw a demo where an animated learning course was created after I entered in a short prompt. The ability to create with ease in minutes will lead to more content being created, more experiences offered to employees and customers, and more growth opportunities. Exciting times indeed.

Let’s address the elephant in the room. I do not believe AI will lead to mass unemployment. Air travel comes to mind. While most commercial jets fly on autopilot, we entrust the safety of the passengers and knowledge of those systems to a highly skilled captain and their first officer. These systems have made air travel safer, accessible to more people, and available to more destinations around the globe. We will learn to “pilot” AI as we become more familiar with the tools, but we will always be guiding and monitoring where AI takes us.

Many of Global Lingo’s clients have their “top languages” into which their content is localized, or they translate content into some languages but not others. This decision is often influenced by the markets in which they operate and target audience size, but very often the biggest driver is budget. ?However, just as AI will empower companies to create more content, it will also allow them to localize more content through cost savings.

By utilizing AI workflows, Global Lingo can maximize their clients’ localization budgets while offering flexibility into how much AI is leveraged. From No Human Touch, Hyper-automated AI workflows to GenAI+Human Editing to Fully Human workflows, Global Lingo believes the future lies in our clients’ autonomy over their workflow. Companies will no longer have to make the decision to exclude a language because “it is only small team” or “we only have the budget to do 5 languages, not 10.” That is empowering. By engaging with their audience, no matter their primary language, companies will see positive business outcomes such as improved employee and consumer engagement, inclusion, happiness, retention and ultimately, performance.

This is the future AI workflows unlock and Global Lingo is excited to help “pilot” our clients to their new destinations, no matter what language they speak there.

Cultural Localization Trivia Quiz: Ready to Test Your Global Skills?