Meeting global requirements of the market research industry
There’s a huge amount of change happening in market research, branding and social media. In September, Language Connect visited two conferences where we explained our side of the story about language in the world of digital communications world as well as talking to our clients about trends and developments.
First stop was the annual Esomar Congress in Amsterdam where we were given 60 seconds to present our credentials to a thousand of the most senior people in market research from 40 countries (we managed 59 seconds, unlike some others who were buzzed out!).
The theme of the Congress was Research Reloaded and debate centered around the changing digital economy and the vast availability of data and text. Language Connect exhibited in the converted Gas Warehouse in central Amsterdam, a truly atmospheric venue. Although the circular design meant that it was easy to get lost among all the different stands!
Next stop was the ASC conference (Association of Survey Computing) amid the traditional wood panelled surroundings of Bristol University. Here, LC presented a review about the trends in language processing technology and how they are affecting marketing research data collection and insight, which was very well received.
There is a growing demand for many languages in international research. Only 26% of Internet users speak English, while the number of online Chinese speakers and English speakers is now almost identical.
Companies who conduct international research often find that they have the resources to manage a few languages effectively in house, such as the FIGS group (French, Italian, German and Spanish). However, they struggle to manage the growing long tail of new languages, such as the CIVETS (Colombian Spanish, Indonesian, Vietnamese, Thai) in emerging economies which have large populations and where, increasingly, researchers are turning their attention.
We were pleased to speak with a number of like-minded international research agencies who agreed with our vision that language processing should be decoupled from the data processing of international research, and the language supply chain simplified. The traditional many-stage language supply chain no longer makes a lot of sense in today’s world of global communications. Rather it makes sense to outsource the increasingly complex and technology driven world of language services to a professional agency.
We’ll be visiting the Research and Results exhibition in Munich October 26-27, 2011. Please click here if you would like to make an appointment.
By Maggie Little