Are You Missing “Everyone Else?”

By Adam Probolsky

Are You Missing “Everyone Else?”
Why do we conduct market and opinion research in foreign languages?

Communicating in the language your target audience speaks at home is part of any successful campaign. But does your research team understand this reality?

If you are not engaged in multi-lingual research, you are likely missing important targeting opportunities and perhaps even looking at bad research.

Conducting research in the language most comfortable to respondents is a critical component to ensuring the greatest participation rate, the lowest possible bias and overall accuracy of results. While most Americans speak English, many feel more comfortable speaking their native language. These people should not be overlooked in communities with significant numbers of foreign-born in this country.

Adding languages to a poll isn’t simple. Quality translation services can be hard to find. The work that goes into launching a poll – such as pre-testing the questionnaire – must be done for each new language.  Ensuring that your interviewers are “accent neutral” so that regional dialects don’t put off potential respondents takes time and money.

Some pollsters simply don’t offer multiple languages, and many will recommend against it because it creates more work and higher costs for them.

Does it cost more to poll and conduct other research in foreign languages?
Yes. But Spanish language translation and interviewing should be ubiquitous. Expect to pay a premium of 10 to 15% for each additional Asian language.

Should a pollster initiate interviewing calls in foreign languages?
No. Most Americans prefer to speak in English, even those for whom English is their second language. Just as you would never send a piece of Spanish-language mail to every Hernandez, Garcia and Ramirez, we never assume every household with a Hispanic surname prefers to speak Spanish. If we identify a someone who has difficulty completing our survey in English or makes it otherwise clear (sometimes by simply hanging up on our interviewer) that English is not an option for them, we will call back with a bi-lingual interviewer capable of communicating with them.

Is there a rule for when a foreign language should be added to the mix?
No. But if your target audience includes more than 5% of any given ethnic population who are also foreign-born, you should have a conversation with your research team on the ground.

Adam Probolsky is president of Probolsky Research