Converting Multilingual User Generated Content into Global Insight

Track: Global Business | GB8 |
Friday, June 5, 2015, 3:30pm – 4:20pm
Held in: Salons 4-5 London
Liesl Leary -
Host: Ulrich Henes

For the first time in human history, word of mouth is a digitally archived medium that’s impact cannot be understated. According to a recent Forrester survey of over 15,000 respondents, some 61% of European online adults trust brand or product recommendations from friends and family and 38% trust consumer-written online reviews. In this case study, we will share key insights about language and culture that have been gleaned from multilingual user generated content (UGC). We will also point to how the ability to model consumer behavior from UGC is changing the definition of what it means to localize.