At Dub, we provide local moderators who’s role it is to look after the health of your online research community. Part of their role is also to localise the study design for their particular market.
Localising the study design matters greatly, for the reasons that follow;
To ensure that respondents are familiar with the terms and labels used throughout the discussion guides. Often, making a direct translation from a master document (in English) can lead to the terms having little or no meaning for participants. Fro example, we recently conducted a project about data privacy, but it was deemed that this term meant little when translated for the Asian market, so the resulting term that was adopted was Protection of Personal Information.
To attain the appropriate level of formality. In some markets around the world, formality will reduce the level of creativity in response, while other markets are more comfortable with a relaxed, casual style (such as Asian and South American markets)
Tone of Voice
When conversing with certain markets, politeness is key to ensuring participation. This is different to formality, as you can be be casual and formal, and polite at the same time.
Equally, localisation can greatly help the flow of discussion and richness of response when handled correctly. Here are some handy hints and tips to follow;
- Ensure that questions are not ambiguous or more than two questions are combined into one, and adjust the wording of questions to ensure answers are relevant and on-topic. This helps avoid unclear or irrelevant responses.
- Ensure sequence of questions makes it easy for respondents to follow the progressing discussion and learn more about the topic and what is expected of them in the process. This reduces the likelihood of ‘don’t know’ answers.
- Adjust the style of questions to local communication preferences. For example, Japanese respondents value harmony and dislike voicing a different opinion, and are less used to analytical thinking and open debate.