Behind the Scenes: Heroic Moves for Global Research Scenario: Ongoing global brand tracking studies sometimes get more than the usual updates – and changing formats in multi-country studies can raise many questions. A recent case found a client
Translation culture gaps are embarrassing
Need help navigating the survey translation tightrope? China is one place where Coke and Pepsi may have been equal. The story goes that unfortunately, the Coke Company did not discover until after thousands of Chinese signs had been printed that