Avoid Costly Research Mistakes in Global Research
Key Takeaways
- Cutting costs the wrong way can lead to higher expenses. While skipping professional translations or recruiting only English-speaking respondents may seem budget-friendly, these shortcuts often result in poor data quality, misinterpretations, and costly rework.
- Local expertise is essential for accurate insights. Relying on AI or generalist approaches can miss critical cultural and linguistic nuances. Partnering with local moderators and analysts ensures research is both contextually accurate and meaningful.
- Investing in the right tools and strategies prevents wasted resources. Using research-specific platforms, skilled moderators, and proper translations upfront can streamline processes, improve data quality, and ultimately save money in the long run.
Conducting global research can be expensive, and budget cuts are common. We get it. However, while some cost-cutting strategies seem smart upfront, they often end up costing more in the long-run. Here are key mistakes to avoid if you want to protect both your budget and the quality of your insights.
1. Relying on AI Translations for Stimuli
Translation fees add up, especially for complex languages, making AI translation tools tempting. However, when it comes to materials which are respondent facing such as your screener, a poor translation can lead to misunderstandings, resulting in the recruitment of unsuitable profiles and ultimately compromising the validity of the research.
This holds especially true for any stimuli; poor translations can derail your research. It’s not uncommon for respondents to fixate on awkward wording rather than the intended message. This is particularly important for languages with wide regional variations like Spanish. For instance, expressions common in Spain may be completely unknown to Spanish speakers in Mexico or within Hispanic communities in the United States.
A more effective strategy is to use AI for initial translations and then involving local language experts from these diverse regions to refine the translations. This method ensures your research materials not only make sense linguistically, but also resonate with cultural and contextual accuracy. By integrating technology with expert oversight, you safeguard the quality of your insights without compromising your budget.
2. Recruiting English-Speaking Respondents Only
Skipping the need for translations by recruiting English speakers may seem cost-effective, but fluency varies dramatically around the world. In countries like Brazil or Japan, only 2-3% of the population speaks English fluently. Imagine trying to articulate your thoughts on a new product based on the language you learned in high school!
The result of these poor-quality responses? Canceled interviews and wasted time and resources. English proficiency will remain subjective depending on the recruited respondents, and some may not be fully bilingual or comfortable expressing their opinions and feelings in their second language. This could limit the depth of insights, leading to more superficial feedback and preventing a thorough exploration of key topics.
Additionally, relying on English-speaking respondents skews your sample. Older demographics (50+) are often excluded, leading to insights that heavily favor younger participants. In qualitative research, where sample sizes are small, this distortion can significantly impact your findings.
Surprisingly, English recruitment often costs more than local-language research. For example, consider the potential costs for 12 one-hour interviews:
|
Cost Category |
English-Speaking Respondents |
Local Language |
| Recruitment & Incentives | $2,364 |
$1,920 |
3. Using English Transcripts for Analysis Instead of Local Reports
Choosing English transcripts to analyze findings yourself may seem smart, but it often costs more in the end. With larger sample sizes, transcript fees can quickly outweigh the cost of having a local moderator write a comprehensive report that includes critical cultural insights and context that transcripts may miss. With English transcripts, there is a risk of interpretive bias when analysis is done. Cultural cues, humor, or even hesitation can be misunderstood or missed entirely by someone outside the context. Local reports help retain the original meaning behind what’s said.
| Cost Category | Local Language |
| English Transcripts | $3,200 |
| Full Report in English | $2,725 |
Opting for local-language research is often more effective and budget-friendly.
Efficiency Tip: Rely on the expertise of moderators. These professionals are not just passive observers but actively engaged, picking up on the subtleties and key insights as the conversation unfolds. Equipped with rich notes and direct observations, they dive into transcripts with a clear eye for what matters. This focus helps them swiftly spot essential themes, ensuring no vital insight slips through the cracks. Investing in such skilled moderation accelerates the research process and deepens the insights you gain. Opting for this expertise means you sidestep the costly pitfalls of misinterpretations and unnecessary follow-ups, making it a smart move for your timeline and budget.
4. Using Non-Research Platforms Without Proper Onboarding
Because non-research video platforms like Teams are already included in office software, using them for research is tempting. While this may work in some cases, there are risks that can hurt your project:
- No Backroom Support: Respondents may see observers, affecting the authenticity of their responses.
- No Tech Support: Without tech checks, connectivity issues can derail interviews, leading to rescheduling fees and added costs for moderators or translators. In addition, this can impact participant comfort and trust – especially in sensitive or exploratory research due to privacy concerns. Moderators are often asked to step in to resolve tech issues, which typically delays the start of a session and can impact the fieldwork schedule.
Investing in proper research tools and onboarding avoids these pitfalls, ensuring smoother sessions and better insights.
Tips to Avoid Costly Mistakes
Cutting corners may seem like a cost-saving strategy, but the risks often outweigh the rewards. Investing in quality translations, appropriate recruitment strategies, and proper research tools ensures reliable insights and protects your budget from costly mistakes.
Best Practices for Cost-Effective Global Research Without Sacrificing Quality
- Invest in Professional Translations: For stimuli, prioritize accurate, local translation over AI tools to ensure your messaging resonates as intended.
- Balance Cost with Quality in Recruitment: If your budget is tight, consider hybrid approaches—such as combining local-language interviews with translated reports—to reduce costs without compromising insights.
- Work with Local Experts: Engage local moderators and analysts who understand cultural nuances and can anticipate blind spots in stimuli, screeners, or even methodologies, providing richer insights.
- Use Research-Designed Platforms: Invest in tools that include backroom support and tech checks to ensure smooth sessions, alleviate privacy concerns, and avoid costly disruptions.
- Plan Ahead for Savings: By budgeting for proper translations, skilled moderators, and tech-enabled platforms upfront, you’ll reduce the risk of costly rework or abandoned studies later.
Final Tip: Partnering with experienced research providers who understand cost-effective strategies helps you achieve high-quality insights while staying on budget. Building a relationship with a market research partner who understands your brand, your categories, and your stakeholders pays off over time. It reduces ramp-up and often uncovers efficiencies that one-off projects miss.
Cutting corners in global research can lead to expensive missteps. Get our quick reference infographic for smart strategies that help you save money without sacrificing quality.
Ready to elevate your research while keeping costs in check?
The post Avoid Costly Research Mistakes in Global Research appeared first on Sago.
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