Advertising, Media & Theatrical Studies
There are advantages inherent in utilizing native-language talent for coding data while viewing media in-language. These advantages sharply contrast with other methods used by mono-lingual, mono-cultural English coding services. Not only is true sentiment lost in translation of coded data, so is the rich cultural sensibility of native language experts who are well-trained in international media research. The latter route also is fraught with a compromise in authenticity, protracted timelines and sticker shock for needlessly stale results.
Localspeak recently completed in-language coding for several multi-country studies that involved varied media: advertising campaigns, event media, TV programming, theatrical movie trailers, videos, virtual magazines, and web pages/ads, just to name a few. Ensuring successful results, the client provided our international coders with native-language target market media (either subtitled or voice-over) and in-language verbatim response data.
One project called for us to provide in-language coding for a recall study conducted in six countries in order to gain insights into a small business contest on innovation in sustainability. Co-sponsored by a global European media network and a leading print news magazine in the U.S, media for the contest — localized for Asia, Europe, Latin America and the U.S. — was highly diversified, reflecting broadcast, print and online media exposure.
Another major global network study asked that we code results in-language for a brand identity research test conducted in four Latin American markets, in Spanish and Portuguese. Respondents were asked to comment on a wide array of specific AND generic network attributes, as well as localized programming clips and promotional ads. Our Latin American coders were tasked with creating varied and nuanced descriptors to capture respondent sensibilities toward a specific ad or program content, production value, and lengthy lists of descriptors. We also coded in-language numerous recall questions for specific TV ads and promotional spots.
Another Latin America study requested coding in-language viewer sentiment and recall on a new season of promotional spots for a popular U.S. TV network program airing in both Spanish and Portuguese. Provided with localized media along with the Spanish and Portuguese response data, our teams identified and coded native market sensibilities, capturing not only generic or comparative show preferences but also detailed responses. The coding project involved detailed insights into viewer sentiment and emotional responses to the TV series, as well as specific show attributes and underlying reasons.