Having trouble navigating the global market research tightrope?

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Does the translation process of a global market research project cause delays and budget concerns - and make your programmers feel like tearing their hair out? Watch this presentation to discover 3 ways to navigate the translation tightrope!

Marketing

Navigating the Global Tightrope
How to Cope with Quirks of
Multi-Country Market Research

Do multi-country survey projects
make you feel like this?
24/10/2014

What Causes Complications?
Timelines…. Unpredictable
Clients… uncontrollable
Review process… undefined
Information… inconsistent
24/10/2014

TopTrans synchronizes with
Market Research platforms to
expedite translations
24/10/2014

When the programming of a multi-language airport
chocolate-buying behavior study got delayed…
…TopTrans assisted programmers to untangle the English
source survey to accommodate grammar requirements.

$Question 1: When did you decide to buy chocolate as a gift for a client? English programming: When did you decide to buy {#S7Insert} {#MRK_giftA4} for a {#RecipientInsert2}? Here’s why – too many variables that require different sentence structure among languages$

And each variable was used again in other
questions, which multiplied the problem
Question 2: Please think about the chocolate you
purchased
English programming: Please think about the {#S7Insert} you
purchased
Depending on the
word choice one of
the 2 translated
questions would be
grammatically wrong!

24/10/2014
Call upon TopTrans linguistic professionals to troubleshoot
your survey before sending it for programming.
Programmers appreciate this direct assistance.

Translation nuances are critical when
trying to track the subconscious
mind of the consumer using a very
new English-based technology – in
35 languages!
35-COUNTRY TRACKER STUDY
MEASURING SUBCONSCIOUS ASSOCIATIONS
24/10/2014

Project launch always can
appear organized…
24/10/2014

Who?
Where?
How?
What?
… and then updates happen!

24/10/2014
Complex project management is not an extra charge
but adds huge value.
Project Managers breathe a sigh of relief.

Do you suffer from
Red Pen
Client Review Syndrome?

Client-friendly formats
for translation review
24/10/2014
Programmer-friendly formats for updating changes

Take-away tips: Elements that help
Troubleshoot
English
Effective
Fielding
Programming
Support
Efficient
Turnaround
Expediting
Updates
Online
Review
Actionable
Results
Outcomes
24/10/2014
High Quality
Data

Elena Perrouin
elena@toptrans.net
Thank You!
Daniel Feingold
danielf@toptrans.net
Raya Wasser
raya@toptrans.net

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V 2.0 Project Scope Statement Project Name Coffee Shop & More… Project Number Project Manager Robert C Williams III Prioritization Owner(s) Robert C Williams III Statement of Work—Project Description and Project Product The mission of the project is to provide the customers with coffee with the best quality and taste so that they not only keep coming to the shop but also bring their friends hence capturing large market share in town. The project is therefore inclined to achieving the objectives of the company by making the ambience of the shop comfortable for customers and always ensuring that the customers get quality coffee. This idea of a coffee shop is a project of its own. The project is going to create coffee of great taste and great quality. Therefore, the main product of the project is coffee. At a high level, some of the things I plan to do are opening of new branches, diversification by offering different kind of pastries, installation of Wi-Fi internet access where clients can access internet through their laptops and tablets and adoption of a coffee culture where she incorporated the Italian coffee culture and the Starbucks model where clients can relax as they take their coffee. Therefore, the high level deliverables are opening of other branches, provision of different pastries, and installation of Wi-Fi internet access and incorporation of Italian coffee culture. Project DeliverablesAmong the project deliverables are opening of new branches, diversification by offering different kind of pastries, installation of Wi-Fi internet access where clients can access internet through their laptops and tablets and adoption of a coffee culture where I will incorporate the Italian coffee culture and the Starbucks model where clients can relax as they take their coffee Project Objectives To provide different kinds of coffee pastries with great taste and pocket friendly prices. To extend the business into the neighboring towns within the first year of operation. To attract people of different cultures by incorporating their cultures in the shops and striving for high quality coffee all the time. Project Assumptions The high-level project assumptions is that the people from shopping malls, restaurants, workplaces and offices find the coffee shop as the most preferred place for relaxation. Project ConstraintsThe major limiting factor to effect the high-level project goal of making the shop the most preferred place for relaxation is the high capital needed to install such facilities as TV screens, internet access and state-of-art music system. Exclusions The boundaries of the project cover the provision of all varieties and tastes of coffee, and all the facilities that make the shop comfortable and worth going to. The other things like snacks, which go a long with coffee, will also be included. The rest of the hard foodstuff will be excluded. Acceptance Criteria Among the minimum success criteria are meeting the best quality stan ...

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Having trouble navigating the global market research tightrope?

1. Navigating the Global Tightrope How to Cope with Quirks of Multi-Country Market Research

2. Do multi-country survey projects make you feel like this? 24/10/2014

3. What Causes Complications? Timelines…. Unpredictable Clients… uncontrollable Review process… undefined Information… inconsistent 24/10/2014

4. TopTrans synchronizes with Market Research platforms to expedite translations 24/10/2014

5. When the programming of a multi-language airport chocolate-buying behavior study got delayed… …TopTrans assisted programmers to untangle the English source survey to accommodate grammar requirements.

6. Question 1: When did you decide to buy chocolate as a gift for a client? English programming: When did you decide to buy {#S7Insert} {#MRK_giftA4} for a {#RecipientInsert2}? Here’s why – too many variables that require different sentence structure among languages

7. Translator’s dilemma

8. And each variable was used again in other questions, which multiplied the problem Question 2: Please think about the chocolate you purchased English programming: Please think about the {#S7Insert} you purchased Depending on the word choice one of the 2 translated questions would be grammatically wrong!

9. 24/10/2014 TopTrans Tip #1 for success

10. 24/10/2014 Call upon TopTrans linguistic professionals to troubleshoot your survey before sending it for programming. Programmers appreciate this direct assistance.

11. Translation nuances are critical when trying to track the subconscious mind of the consumer using a very new English-based technology – in 35 languages! 35-COUNTRY TRACKER STUDY MEASURING SUBCONSCIOUS ASSOCIATIONS 24/10/2014

12. Project launch always can appear organized… 24/10/2014

13. Who? Where? How? What? … and then updates happen!

14. 24/10/2014 TopTrans Tip #2 for success

15. 24/10/2014 Complex project management is not an extra charge but adds huge value. Project Managers breathe a sigh of relief.

16. Do you suffer from Red Pen Client Review Syndrome?

17. 24/10/2014 TopTrans Tip #3 for success

18. Client-friendly formats for translation review 24/10/2014 Programmer-friendly formats for updating changes

19. Take-away tips: Elements that help Troubleshoot English Effective Fielding Programming Support Efficient Turnaround Expediting Updates Online Review Actionable Results Outcomes 24/10/2014 High Quality Data

20. Elena Perrouin elena@toptrans.net Thank You! Daniel Feingold danielf@toptrans.net Raya Wasser raya@toptrans.net

Having trouble navigating the global market research tightrope?

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