Maintaining our coding specialty in responding to the increased demands of global marketing research, Localspeak now utilizes the Ascribe program from Language Logic. With Ascribe, we are able to offer more time- and cost-savings benefits to our market research clients.

Although Woogie, our little Georgia Peach, is nonplussed in the photo (by coding which originates from an Ascribe training session), our coders are up to speed and trained continuously in multiple languages — including Chinese, English, French, German, Hindi, Italian, Japanese, Korean, Portuguese, Russian, Spanish and Tagalog — enabling Localspeak to offer the expert in-language coding and translation services you need to improve your competitive edge.

As a specialty services provider of research coding and translation offerings in multiple markets, Localspeak adopted the Ascribe platform from Language Logic in response to the industry's demands for more robust, cost-effective in-language verbatim management and text analytics software and solutions. The Ascribe platform is scalable, secure, and flexible; it also provides solutions that enhance revenue growth and deliver measurable return on investment (ROI) for our customers.

Localspeak also chose the Ascribe platform due to increased multimarket market research study demands for large-scale customized complex translation and coding projects. The coding tool's comprehensive language support for Asian, Cyrillic, Latin, and Scandinavian languages fits seamlessly into our coding process and standards.

With this new software capability, codes can be viewed and approved online in real time. The platform enables us to present relationships between coded responses and closed-end responses, providing greater understanding and accuracy. Verbatim responses are individually read and coded by our multicultural native-speaking team who are continuously trained by dedicated Localspeak professionals to cover comprehensive market disciplines and domains.

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Localspeak was hired by one of the world's leading jeans brands to perform an in-language coding study of the new print advertising concept targeting younger women.

The print ad, featuring minimal copy and a single photographic shot of a young female model in jeans seated on a stool, was running across multiple language markets. However, the creative nuance of the photographer was seemingly "problematic" in the Belgium and Sweden markets. Belgian audiences considered the female model seated with her legs-apart as provocative and "vulgar," while Swedish audiences perceived her as being too young, too skinny, or too beautiful.

We delivered coded top line findings in advance of fields closing and provided top line findings in translation using the Ascribe coding tool. Our coders kept pace with the data flow as each field completes, thus enabling our client to expedite tabulated results and findings for their brand clients. We developed English language code frames — synched across all three markets — with detailed netting reflecting emotional responses to the print ad and reactions to the representational elements of the media being tested. As a result, the client successfully benefitted from the advantages inherent in our coding in-language as opposed to coding the English translations of the open-end responses. Dependent on the language, by choosing to code in-language rather than translate the OE data, we calculated that the client's bottom line was reduced by 40-60% direct costs and protracted coding timelines were significantly reduced. The client further benefited from a negotiated preferred client rate card, owing to the volume of business Localspeak performs for this client.

At no additional cost as required, we also provided the translation of a rich 10% sample of each OE. Significant cultural nuance and tone captured by reading and coding the responses in-language was reflected in enhanced netting of thoughts and feelings responses.

An expert in the Japanese and Chinese languages, Kelby has been providing our clients with in-language coding services for five years. He also trains our prospective new coders.

In 1995 he received a full scholarship from Japan's Ministry of Education, sending him to study at the prestigious Kyushu University in Fukuoka, Japan. Prior to joining Localspeak in 2006, he held associate positions at JP Morgan and Fuji Bank. Kelby was born to Malaysian-Chinese immigrants and raised in Astoria, Queens, NY. He attended the prestigious Bronx High School of Science, where his studies included French and Latin. A graduate of the University of Michigan, Ann Arbor, he earned his BA degree in both Political Science and Japanese Studies.

One of Kelby's recent client projects, for a world renowned non-profit health organization, was to assess the knowledge of stroke and heart attack symptoms and emergency procedures across varying demographics in the U.S., as well as to provide quantitative data on separate demographic subgroups within tested geographic regions. Localspeak segmented and ran frequency analyses of the client-provided data.