Case Study
Sporting Insights case study: Capturing data with multilingual customer surveys
The Objective
Sporting Insights is an industry-leading sports research agency, providing global brands with data-led sports research, insights and market intelligence services to inform business decisions. One of their clients - a major manufacturer of golf range camera technology that tracks key performance metrics - needed customer insights from key decision makers in golf courses worldwide. They wanted to understand their client’s position in the market against their competitors and gain first-hand feedback from top-tier golf courses who already used their products, as well as those who used one of their competitors.
However, a number of the golf courses were located outside of the UK, and would need the interviews conducted in French, Spanish, German and English. As a UK-based business development agency with business developers who speak over 20 languages, Sporting Insights recognised we could obtain the information they needed to conduct their research analysis.
The Approach
Sporting Insights provided a detailed interview questionnaire and offered a £75 voucher as an incentive to encourage participation. They identified a list of 250 high-profile golf courses and the key decision makers in their target territories.
Our global team reached out to the decision makers in their respective native languages, the first challenge being to spark sufficient interest to be able to schedule the interview. Using a mix of telephone calls and emails offering the option to book an interview via Calendly, we reached out to all the target prospects and then conducted the 40-minute interviews via video-conference or phone to gather all the relevant information Sporting Insights needed for their client. Each interview was transcribed into a written report with a translation from the original language into English where appropriate.
The Results
Sporting Insights targeted 54 interview completions throughout the project, which we achieved. But the real success of this project was being able to deliver a hassle-free data gathering process for a multilingual customer survey campaign, as Sporting Insights were able to communicate with us in English and receive the finished data in English, while still achieving their objectives on gathering high-quality data in other territories.
This made it much simpler and quicker for them to analyse the data and compile it into a detailed report for their client that they could use to inform their business decisions, from product specifications to customer service.
