Multilingual markets can expose hidden flaws in your tracking.
Are ๐บ๐ฐ๐ถ checking for them?
Weโve taken over brand trackers from some of the biggest research firms in the world, and what weโve found ๐ช๐ด๐ฏโ๐ต pretty.
One client ran a multilingual tracker for three years without realizing their response scale was reversed in one of the major languages. One-third of the population saw it one way. Two-thirds saw it the opposite.
๐๐ฉ๐ฆ ๐ฅ๐ข๐ต๐ข?
๐๐ผ๐บ๐ฝ๐น๐ฒ๐๐ฒ๐น๐ ๐๐ป๐ฟ๐ฒ๐น๐ถ๐ฎ๐ฏ๐น๐ฒ.
In another case, a study in Belgium was only translated into French. But the majority of Belgians speak Dutch, and the countryโs top brand wasnโt even included.
๐๐ฉ๐บ?
The questionnaire was built by a team sitting in Paris who treated Belgium as a side project.
Translation, localization, and cultural context ๐ข๐ณ๐ฆ๐ฏโ๐ต checkboxes.
๐ง๐ต๐ฒ๐โ๐ฟ๐ฒ ๐บ๐ฎ๐ธ๐ฒ-๐ผ๐ฟ-๐ฏ๐ฟ๐ฒ๐ฎ๐ธ ๐ณ๐ผ๐ฟ ๐ถ๐ป๐๐ถ๐ด๐ต๐ ๐พ๐๐ฎ๐น๐ถ๐๐. Need to audit or optimize your global tracker? Letโs have a conversation.