How to Conduct Market Research for Proper Localization?

Entering a foreign market to increase revenues has become the norm for businesses. It has also become easy to enter a new market, thanks to the internet. With a website, be it to communicate with the audience or sell products/services, a business can reach a faraway land.

Naturally, while expanding to new geographies, language poses a significant barrier. Making your website understandable without offending the sensitivities of a target population becomes the key to success. Website localization is thus inevitable.

What is Localization?

While you might have some idea about localization as a type of translation, it is not. Localization is a broader concept in which translation is a part.

Localization means adapting the content, design, icons, symbols, and more to the target region's language and culture.

Inevitably, to make your website a success in a foreign market, you need to conduct market research for proper localization. Here are some ways how you can achieve it.

1. Find the Common Cultural Thread

Within target geography, there may be many cultural variations. Localizing for all the variations is impossible. Instead, do research and find the common cultural thread. Identify the commonly spoken terms, phrases, expressions, etc., across the geography and use them to localize your content. Here, translation plays an important part. As such, a professional localization company in Chennai like CHL Localization can guide you through the process.  

2. Be Aware of Local Laws and Regulations

Localization is not just translating the content according to the culture and customs. It also involves making the site compliant with local laws and regulations. For example, in Germany, claiming that one’s product is better than the competition is considered illegal. Similarly, failing to put “impressum” or impress (where the site owner declares the sole responsibility for the site content) will make the site illegal as per German regulations. Thus, knowledge of local laws and regulations is a must while localizing the website.

3. Identify the Content Trends

Content trends vary across countries. Local customs and culture restrict specific forms of content. While localizing your website, conduct research to identify the content trends and include them in your website.

4. Understand Consumer Values

Research on consumer values of the target location. Based on the cultural context, consumer values differ across regions. While localizing, you need to take into account consumer values. For example, Japanese culture epitomizes respect and etiquette. Also, the Japanese consumer does not take any online marketing at face value. They take due diligence while deciding to purchase the products. Thus, understanding the consumer values of your target market will help in proper localization.

Looking To Go Alone?

Are you looking to go alone with your website localization? Think again. The above mentioned are only a few of the elements that you need to research on. There a ton more to research for proper localization. It is here you need the assistance of a professional localization company in Delhi, the CHL Localization.

CHL Localization has over 30 years of experience in providing localization services. We are one of the best in the industry. If you are interested in hiring us, please call us.


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