How to collect customer feedback on localization

How sure are you that your localized content resonates with customers in any of your targeted markets? If you want to know what your customers really think, you need to learn about the most effective strategies for gathering insights. Here’s how to collect customer feedback in the localization industry, feedback which you can use to enhance product/service quality, improve customer satisfaction, and drive business growth.

1. Surveys and questionnaires

This is probably the most popular method for collecting customer feedback. Surveys and questionnaires allow businesses to reach a large number of users from multiple regions and gather quantitative data on user satisfaction, comprehension, and engagement with localized content.

Surveys can be distributed easily through email, pop-ups on websites, or integrated into applications post-purchase or post-interaction. These tools can be designed to ask specific questions about the clarity, accuracy, and cultural appropriateness of the localized material.

Here are some examples of survey questions you may use for collecting feedback on your localized product or service:

On a scale of 1 to 5, how would you rate the overall accuracy of the translation in your language?

1. Very poor
2. Poor
3. Average
4. Good
5. Excellent

Were there any images, symbols, or references in the content that seemed out of place or offensive in your culture?

• Yes
• No
• If yes, please provide details: ________________

Open-ended questions also provide an opportunity for qualitative feedback. Unlike closed-ended questions that offer respondents specific choices (such as “yes” or “no” or multiple-choice answers), open-ended questions allow customers to provide more detailed, personalized responses.

Here are some examples of open-ended questions that might be used when collecting feedback in the localization process:

• “How would you describe your overall experience with the translated content?”
• “Can you point out any specific parts of the translation that felt unclear or out of place?”
• “What improvements would you suggest for the localized version of this product?”
• “How well does the localized content reflect the cultural context of your region?”

Tip: It’s best to use a mix of questions types, both open-ended and closed-ended. Try to tailor your questions to target specific areas like linguistic quality, cultural appropriateness, usability, and overall satisfaction. Nonetheless, keep it short and relevant long surveys because can deter users from completing them.

2. User testing and focus groups

User testing and focus groups takes it a bit further by providing real-time insights into how customers interact with localized content. These methods involve gathering a small group of target market users and having them engage with the localized product while providing feedback. The feedback can relate to things like the usability of the interface, cultural nuances, or language choice.

User testing (also known as usability testing) is a process where real users from the target locale are observed while interacting with a localized product such as website, app, or other. The goal is to assess how easily and effectively they can use the product in their native language and cultural context.

Focus groups are a form of qualitative research where a small group of users (usually 6-12 people) from the target market is brought together to discuss their experiences with the localized product. Unlike user testing, where individuals interact with the product alone, focus groups involve group discussions that provide deeper insights into perceptions, preferences, and cultural considerations.

Tip: Make sure that user testing tasks and focus group questions don’t focus just on functionality but also on the linguistic and cultural aspects of the localization. It would be best to conduct user testing first to identify usability issues, then follow up with focus groups to explore more subjective elements (e.g. tone, cultural fit).

3. In-app feedback tools

One increasingly popular method in localization is the use of in-app feedback tools. These tools are typically integrated directly into the product. They offer users the ability to provide feedback without leaving the interface they’re interacting with.

For example, users can flag translation errors, cultural misinterpretations, or confusing phrases in real-time while using the product. They can also select a particular piece of content, such as a sentence, word, or visual element, and submit feedback related to that content. Feedback is submitted instantly to a central repository where localization teams can review it in real time.

Tip: Start with key users, like beta testers, and track trends to identify recurring issues. Provide clear guidelines for feedback, encourage specific and actionable comments. Integrate the tool into existing workflows, and prioritize feedback by severity and frequency.

4. Customer support and helpdesk interactions

Customer support interactions are a goldmine of unfiltered feedback about localized products. Many users contact helpdesks with complaints, questions, or issues. These can all be seen as feedback because they often contain valuable insights into areas where the localization may not have met expectations.

You can analyze customer support logs to identify recurring problems related to linguistic errors, misunderstood content, or features that are not well adapted to the local market. For this reason, integrating customer support feedback into the localization feedback loop is incredibly beneficial.

Tip: To effectively implement customer support and helpdesk interactions for localization feedback, integrate specific fields in your ticketing system to capture localization-related issues. Establish a clear process for escalating critical feedback to the localization team, then use post-interaction surveys to gather even more insights.

5. Social media monitoring and sentiment analysis

Social media is where people share just about anything, and your may come to find out that your customers discuss their experiences with products, services, and localized content too. These platforms are yet another source of unfiltered feedback you can analyze.

Many companies use tools to monitor social media platforms for mentions of their brand, products, or specific localized content. This allows them to track user discussions and identify trends related to localization. Setting up alerts for specific keywords, phrases, or hashtags related to localization can help capture user sentiments about the topic.

Sentiment analysis tools use natural language processing (NLP) to assess the sentiment of user comments—whether they are positive, negative, or neutral. This can help your localization team understand overall user feelings about their content in various languages and regions.

Tip: Engage directly with users who provide feedback on social media to clarify issues and gather deeper insights. Regularly review and analyze the data to identify trends, cultural nuances, and areas for improvement in your localization workflow.

6. Online reviews and app store feedback

Online reviews offer a wealth of qualitative and quantitative data about user satisfaction. Customers typically leave feedback on platforms like Google, Yelp, or product-specific websites, and may comment on aspects such as language clarity, cultural appropriateness, and overall usability.

In the context of mobile applications, app store reviews are particularly important. Users leave comments about their experiences with the app’s interface, performance, and localized content. Feedback on issues such as mistranslations, cultural misunderstandings, or functionality problems can guide you in making necessary adjustments.

Tip: If you want to show that your company values user opinions, respond to both positive and negative reviews. This engagement can also provide opportunities to clarify misunderstandings related to localized content or gather more detailed feedback.

7. A/B Testing

Yet another suggestion on how to collect customer feedback on localization, A/B testing involves presenting two or more versions of localized content to users to see which performs better. It can be applied to any elements of the localization process, whether you want to see which versions of a translation, user interface element, or even marketing slogan appeals to your target market best.

Feedback from these tests is typically collected through metrics like click-through rates, time spent on a page, or conversion rates. These metrics offer indirect feedback on user preference. This approach can be especially useful in markets where small language or cultural nuances can significantly impact user behavior.

Tip: Start by defining clear objectives for what you want to test, such as user engagement, conversion rates, or usability. Create two versions of the content—Version A (original) and Version B (localized variant)—ensuring that the only variable changed is the localization aspect.

8. Product usage data and analytics

Sometimes, valuable feedback comes not from direct user opinions but from analyzing how the localized content is used. Your company probably already uses data analytics tools. Check the data to see if you can identify patterns that suggest localization issues.

For instance, if users in one language version consistently abandon a page or feature, it could indicate that the localized content is confusing or not culturally appropriate. Metrics such as bounce rates, session lengths, or cart abandonment rates can all offer insights into whether your localization was a hit or miss.

Tip: Set up tracking systems that capture user interactions across different regions and languages, if you haven’t already. Make sure that the data collected is relevant to the localization process by focusing on aspects like language-specific behavior and regional preferences.

To conclude

You now know how to collect customer feedback through methods such as surveys, user testing, in-app feedback tools, customer support interactions, social media monitoring, and more. What’s next? Try to implement at least one of these methods; it’s never too late to start.

Customer feedback is essential for refining your localization so that your product or service appeals to diverse audiences across the globe. These feedback mechanisms help you identify areas for improvement, refine your localization strategy, and also foster a culture of responsiveness and engagement with customers.