Going virtual with your research? Join Jill Bishop at Multilingual Connections as she discusses best practices in translation when conducting digital research across languages and cultures.
Twitter celebrates its 10th anniversary this year and it has rapidly become part of our everyday language; hashtags are everywhere, from the menu at your local restaurant to the evening news. But - exactly how has Twitter impacted our culture and the way we use language? Can we better understand communication on Twitter in order to help people use the platform for effectively? We set out to explore Twitter's relationship with language to break down the barriers to communicating on the platform; a key challenge for our users. In this presentation we describe how we designed semiotic research to uncover insight in big data sets, how we used big data to streamline the qualitative process, and how we paired the two to provide actionable insights for teams across our organisation.
Hispanic bilingual Millennials (Billennials) are an increasingly important consumer group. Defined by their ability to speak both English and Spanish, it is critical to understand the impact of language on advertising in order to optimize messaging for this demographic. In ground-breaking research, Nielsen, Univision and SMG did just that. Using consumer neuroscience technology, they explored how Billennials' brains reacted to advertising on a second-by-second basis to reveal consumers' unarticulated language preferences, and the impact of these preferences on how the ad was received. We will also show brain response in real-time by conducting a live demo of Nielsen's brand new Fourier One Headset.
As globalisation continues and borders become blurred, clients and researchers alike are increasingly conducting cross-cultural studies to understand the similarities and differences that exist between us. But as the global economy is slow to recover, we are often forced to compromise on many elements of a study to meet restricted budgets while still answering crucial research questions. In this presentation, we explore the topic of conducting research in non-native local languages as a means to cut costs, and the potential impact that this specific compromise may be having on qualitative insights.
As globalisation continues and borders become blurred, clients and researchers alike are increasingly conducting cross-cultural studies to understand the similarities and differences that exist between us. But as the global economy is slow to recover, we are often forced to compromise on many elements of a study to meet restricted budgets while still answering crucial research questions. In this presentation, we explore the topic of conducting research in non-native local languages as a means to cut costs, and the potential impact that this specific compromise may be having on qualitative insights.
Market research is caught in a historic language trap. Our perceived discourse is 'scientific' and 'rational', at a time when clients are looking for 'insight' and 'creativity'. We will not finally shed our image until we break our codes, change our discourse and remodel our language to meet a new vision of Market Research. This paper furthers the debate via a two-part argument of its own: why we have to change the language of market research; and one way we might go about it.
This paper describes the variety of cultural differences present across the Spanish-speaking countries around the globe, derived from a ground- level qualitative research study encompassing fourteen Spanish- speaking countries, territories and regions in Europe, and the North, Central, and South Americas. The study will cite cultural similarities and differences encountered in Spain, Argentina, Brazil, Chile, Colombia, Paraguay, Peru, Uruguay and Venezuela, and in four Spanish-dominant metropolitan areas in the United States: Dallas, Texas; Los Angeles, California; Miami, Florida; and New York City, and in the United States' territory of Puerto Rico, thus making this the largest single-language yet multi-cultural study ever undertaken by Research International.
Canada is a country of immigrants, and official government policy encourages bilingualism (English and French) and multiculturalism. Television services are provided in French and English across the country; cable and traditional over-the-air television stations offer programming in other languages. This presents many challenges for television audience measurement. This paper reviews the methodologies used in three recent studies designed to measure the television viewing of specific linguistic minorities, contrasting them with the procedures normally used for the regular television surveys of the general population conducted by BBM. It then reviews the results of the special studies, using them as benchmarks against which to measure the ability of the regular BBM surveys to measure ethnic minorities. Three questions are addressed: 1. Does the normal BBM survey process recruit the right proportion of members of linguistic minorities? 2. Is the sub-sample of the minority that is normally recruited representative of its population? 3. Does any of this make a difference to the published ratings results for the total population?