Market research interpreting is a discipline of its own. Clients sit behind a one-way mirror or watch a live stream and need to follow what consumers say in another language, in real time, with all the nuance, hesitation and brand language intact. I have been doing this for 15 years and I know the format inside out.
Formats I work with
Focus groups, in-depth interviews (IDIs), car clinics, UX and usability tests, in-home visits, ethnographic studies, expert interviews, central location tests and online qual platforms like Recollective, Discuss.io and Zoom. From the viewing room, from a remote hub, or simultaneously into headsets in the back room.
Why specialised matters
Market research has its own jargon: RTBs, drivers, barriers, top-of-mind, unaided recall, IHUTs, POS. Beyond the vocabulary, you need to understand what the client is actually trying to learn from each question, when to interpret a hesitation as resistance and when to leave it as a thoughtful pause. Generic interpreters miss those signals.
Industries
Automotive, FMCG, pharma, financial services, technology, retail, telecommunications and consumer durables. From premium German carmakers to global FMCG brands.
How a typical day works
I arrive ahead of schedule, sync with the moderator, scan the discussion guide and note any tricky terminology. During the session I interpret simultaneously into the client headsets in the back room. Between sessions, I debrief with the moderator and adjust the glossary so each successive session runs even smoother.
Languages and team
I personally interpret German and English. For multi-market projects across Europe and beyond, I assemble teams of vetted colleagues with the same specialism. One contact, one quote, full coverage.