This presentation outlines the findings of a small scale research project charged with exploring the role of the simultaneous translator or interpreter in the international research process, highlighting important differences in how the role is perceived and explores the implications of this on the research process. It involves a detailed analysis of the distinctions between linguistic, cultural and other forms of interpretation. It concludes with recommendations for how interpreters can be more effectively utilised within the process.
One of the most significant changes in the market research industry over the past few years has been the dramatic growth in international research. The growth has accelerated over the past five years and has been fed by such phenomena as the Common European market, the increasing number of companies moving to global marketing and the development of new markets. The Pacific Rim and South America are good examples of regions which have seen a tremendous expansion in research expenditure, whilst in Europe, the most recent 'new' markets are undoubtedly the emerging economies of Central and Eastern Europe. Quantitative research results from other countries are often taken at face value, on the assumption that, if sampling and fieldwork has been conducted and controlled satisfactorily by a 'reputable' agency, then the results are likely to be 'correct'. However, many large multinational companies and agencies are increasingly running basic research programmes, in an attempt to understand the effect cultural differences can have on responses to quantitative questions. The issue of qualitative research is infinitely more complex to research, since by its very nature, qualitative is an open and interpretative methodology which is very difficult to standardise. It is possible to hypothesise that responses are far more likely to be influenced by cultural differences such as the patterns and norms of group behaviours and individual social interaction. The authors believe that it is just as important to establish clear guidelines for the interpretation of qualitative research as it is for quantitative research; too often, differences are explained away by reverting to anecdotal evidence and knowledge. The question the paper will attempt to answer, is in the authors' view, one of the most important aspects of qualitative research: Are the expectations, pre-conceptions and reactions of people attending focus groups in the East of Europe different to those in the West?
The paper discusses the issues involved in creating and managing brands internationally. The growth of strong brands in their home market has historically been a long-term process which requires not only consistent, creative management, but also a favourable environment. The evidence is that most such brands can be internationalized, giving the benefits of lower costs, synergy and time saving. On the other hand, the differences in national market structures, stages of development, competition and product roles, mean that international brand potentials are circumscribed by factors outside the brand owner's control. This implies tight realism in objective setting aided by dispassionate market and competitor assessment. Further, the time scales needed to build an international brand heritage require a consistent vision of core brand values and the management commitment to follow that strategy, often at the expense of the short- term profit. Research must provide global brand owners with the tools to assess opportunity and accurately predict potential, and to monitor brand equity internationally. Increasingly, it will need to address future strategic issues, rather than simply tackle tactical problems.
Flavours and fragrances are important ingredients in a large range of consumable products. If such products are to be successful, it is important that these aspects are not only optimised sensorially for different segments of the international community but are in harmony with potential customers functional and imagery concepts of the products within these segments. Utilising free choice profiling approaches, product maps, showing how different flavours and fragrances are being perceived in a particular product, in both real and imagery terms, can be produced, without the need for formal vocabularies. Requiring minimum training and being language independent, it consequently opens up the possibility of getting both perceptual and associated descriptive information directly from the consumer, (information which is bound to provide a more meaningful interpretation of consumer acceptance than that derived from in house panels). It also permits one to compare flavour and fragrance perceptions by consumers, (product producer, retailer or TRUE consumer) with in house personnel, (product development scientist, trained panellist, flavourists, perfumer or sales persons) finding out just how these people are assessing the products. The language independent aspects of the procedure means product perceptions in different countries and by different races can also be compared.
The paper deals with the formation and development of the MAP Service, which is a data analysis service for campaign/media planning, available to all members of the London Press Exchange Group, for both their national and international clients throughout Europe. The MAP Service enables a common and sophisticated approach in each market to the problems of campaign/media planning, and affords assistance in problems of the allocation of resources between markets.