To remain competitive as a specialty services provider to the market research industry, Localspeak leverages such leading enterprise tools as Ascribe, the multilingual coding platform. With Ascribe we are able to offer clients further time- and cost-savings benefits, as well as to deliver culturally authentic coding to enhance qualitative research study outcomes.

Today we are pleased to announce a brand new service offering verbatim analytics. Utilizing Ascribe’s innovative new Text Analytics (TA) tool that provides Sentiment analysis of verbatim data, we can offer clients with large data fields from multiple sources the ability to gather top-line Sentiment and Concept insights quickly and cost-effectively before committing to the more time-intensive, costly process of coding the entire field.

With TA, our native language coders are able to perform concept analyses of any size field of open-end response data in-language for Asian, Cyrillic, Latin, and Scandinavian languages. The tool’s robust Sentiment feature, which initially supports English only, extracts and evaluates the feelings associated with responses, while the Concept option creates in-language concept lists that can be combined and refined with related concepts. These generate corresponding visualizations.

Clients with large data fields now have the option of quickly analyzing top-line Sentiment and Concept insights to factor into their strategic planning. Without investing huge resources, this is an ideal option for researchers and brands looking for alternative solutions to facilitate their planning and budgeting. If a deeper dive into the insights generated is warranted, Localspeak would prescribe native language manual coding of the verbatims filtered for Concept or Sentiment by the text analytics tool.

Currently Localspeak offers Ascribed-based coding in 16 languages:

Arabic Chinese English French German Hindi Italian Japanese

Korean Portuguese Russian Spanish Swedish Tagalog Turkish Ukranian

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Localspeak was enlisted by a market research company to code qualitative responses for a leading weight loss company in a series of surveys.

The first survey study was geared to current, past and prospective customers, as well as the company’s own consultants, attempting to identify customer opinions toward their own individual weight loss efforts and their thoughts on healthy weight loss. More specifically, survey respondents were asked to define what healthy weight loss meant to them on an individual basis: how they set their own weight goals and how they thought stress, binging, and understanding their own eating style affected their weight loss efforts. While the emotional nature of these survey questions made the responses considerably more difficult to code than other normal open-ended responses, Localspeak was able to develop highly organized and logical codeframes to address these verbatims.

Survey respondents also were asked about which of the company’s weight loss manuals they found helpful, and how they might improve those manuals. This question dovetailed with the one the company asked of its own consultants: which manuals or materials did they use to support clients with the emotional component of their weight loss efforts. Results from the data were undoubtedly used to improve upon current materials offered members.

The second survey study targeted the larger audience of weight loss program users, not just their own members. Respondents were asked a brand recognition question which allowed this weight loss company to determine its brand recognition vis-a-vis other weight loss brands and diet programs. In the case of those customers who changed programs, respondents were asked why they had changed. Answers to this question revealed what was and was not working in the weight loss industry as a whole, and the main impetuses for switching of programs. The respondents who switched from a competitor weight loss program to the weight loss company in question were asked why they switched. Lastly, current members were asked, in general, what might be done to improve the service.

In summation, the data, coded accurately, will allow this weight loss company to gauge and act upon the expectations of their own members, as well as lay the groundwork for efforts to gain market share. Localspeak continues to help play an integral role in quality interpretation and delimitation of open-end responses in multiple languages in the market research industry.

Marianne Reynolds joined Localspeak’s translation team at the firm’s inception, having been a close colleague of firm principle Candida McCollam’s for more than 10 years.

A native of South-West France, Marianne moved to San Francisco in 1995, where she began her own consulting business in French translation and localization. Her bilingual background and cultural awareness has enabled her to take the translation of international surveys one step further, adapting them to the target market.

Leveraging her passion for language and creative writing, as well as her deep understanding of both French and U.S. cultures, she has produced high quality translations for clients in a broad range of industries including hospitality, marketing, software and children’s books, games, and toys. She also offers clients a wide range of writing services that include adaption, brand name evaluation, dubbing, editing, glossary creation, subtitling and terminology management.

Born and raised in South-West France, Marianne holds a Master’s degree in Literary Translation from Sheffield University, UK. She earned her undergraduate degrees in Applied Linguistics, American and British Civilization and Literature at Pau University, France.

Today she and her husband and newborn son reside in Biarritz, France, on the Atlantic coast near the Spanish border.