Published: 11/12/2024
Sarah Howerton
Senior Account Director, Dynata
Our team does a lot of global survey work – both to consumer and B2B audiences. We highly recommend fielding to countries in their main languages, for a variety of reasons.
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We do not have the ability to isolate English speakers in non English-as-main-language countries like the Nordics or Germany. It can be a poor respondent experience to show a survey in English only and not provide an opportunity for the respondent to opt-out. This can also lead to very poor data since we can’t be sure that the respondents fully understand the survey questions.
Offering surveys in a country’s main language is crucial for several reasons:
- Accessibility: It ensures that a wider audience can understand and respond to the survey, including those who may not be proficient in other languages.
- Increased Response Rates: Participants are more likely to complete surveys if they can do so in their native language, leading to higher response rates and more reliable data.
- Cultural Relevance: Language reflects cultural nuances. Providing surveys in the local language helps capture responses that are culturally appropriate and relevant.
- Reduced Misunderstanding: Language barriers can lead to misinterpretation of questions, affecting the quality of the data collected. Using the main language minimizes this risk.
- Inclusivity: Offering surveys in the local language promotes inclusivity and respects the identity of respondents, fostering trust and engagement.
- Legal and Ethical Considerations: In many countries, there are regulations that require surveys and research to be conducted in the local language, ensuring fairness and transparency.
- Improved Quality of Data: Clear communication in the respondents’ language leads to more accurate and thoughtful responses, enhancing the overall quality of the data collected.
Overall, providing surveys in the main language is essential for effective communication, data integrity, and ethical research practices.
Partnering with our project management and panel teams and utilizing our extensive experience in the industry, we work closely with our clients to try and provide the best respondent experience possible within surveys.