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From survey to shelf: the life of a new product idea
Every new product on a store shelf started as an idea. Learn how survey takers shape new items from the earliest concept to the final launch.
How surveys are translated for 35+ countries
When a brand runs a study in several countries, the same questionnaire has to make sense in many languages and cultures. Translation is only part of the job. Here is how surveys are adapted for people around the world, and why your feedback on wording helps.
Key points
- Multi-country studies need surveys that mean the same thing in every language, not just word-for-word translations.
- Professional translators, reviewers and sometimes back-translation are used to check meaning.
- Localization adapts currencies, units, examples, brands and answer options to each market.
- If a question sounds odd in your language, tell us. Members often spot issues that reviewers miss.
Why translation is harder than it looks
A question that seems simple in one language can become tricky in another. "How likely are you to recommend this brand to a friend?" works in English, but the idea of recommending products to friends, and how people express enthusiasm, differs between cultures. A scale from "strongly disagree" to "strongly agree" may need different wording to feel natural in Japanese, Hindi or Portuguese.
If the questions do not mean the same thing in each country, the results cannot be compared. A company might think customers in one country are less satisfied, when the real difference is how the question was translated.
How surveys are translated
Starting with a clear source
Good translations start with a clear original. Researchers try to avoid idioms, jokes and culturally specific references in the source questionnaire, because they rarely survive translation.
Professional translation
Native-speaking translators, ideally with research experience, translate the survey into each language. Research translation has its own vocabulary, such as screener and quota terms, and translators need to understand how questions will be answered.
Review
A second linguist reviews the translation for accuracy and natural wording. For important studies, a local researcher also checks that the questions make sense to people in that market.
Back-translation
Sometimes the translated survey is translated back into the original language by a different translator who has not seen the source. Comparing the two versions reveals where meaning has drifted.
Testing
Before launch, the survey is tested in each language to check that the text fits on screen, special characters display correctly and the routing works.
Localization: more than words
Localization adapts the survey to local life. That can include:
- Currencies and prices, such as rupees, euros or pesos, with realistic price ranges.
- Units, such as kilograms or pounds, liters or gallons.
- Brands, because the leading brands in a category differ from market to market.
- Shops and channels, such as local supermarket chains, markets or delivery apps.
- Education and income ranges, which need local categories to make sense.
- Examples and images that reflect local homes, food and customs.
- Dates and holidays, so fieldwork avoids major festivals and public holidays.
Local knowledge matters. Running studies across 35+ countries, our fieldwork teams see how small details, like the right word for "snack" or a realistic price range, decide whether a survey feels natural or confusing.
Using AI in translation
Machine translation and AI tools can now produce fast first drafts, and many research teams use them. But for research, a human still needs to review every question, because tone, cultural context and subtle meaning are exactly what machines can miss. We discussed this more broadly in AI in market research.
How you can help
You are often the best judge of whether a survey sounds right. If you notice:
- a question that does not make sense
- an answer option that is missing for your country
- a price, brand or shop that does not exist where you live
- spelling or display errors
please tell us. Include the survey name or date and a short description. We pass feedback to the research team, and it improves surveys for everyone in your country.
Choosing your language
If a survey is available in more than one language, choose the one you are most comfortable reading. Your answers are more accurate when you fully understand each question. You can also set your preferred language in your profile where available.
Common questions
Can I answer in my own language if the survey is in English?
For closed questions, you need to choose from the options given. For open-ended answers, many studies accept other languages, and some say so explicitly. If unsure, ask support.
Why do some surveys use a different word than I would?
Translations aim for words understood across a whole country, which may differ from local or regional terms. If a word is genuinely confusing, let us know.
Do translated surveys pay the same?
Rewards are set per study and per market, and they can differ between countries depending on local costs and how hard the right people are to reach.
