Our friends at Nimdzi have just recently released an important report looking at online behavior, buying decisions and the intimate way in which language impacts behavior. Nimdzi calls their report Project Underwear, because consuming content for personal decisions and communicating in our own language is as private as it gets.
“That is the Underwear Effect, the term to describe situations where consumers are making their buying decisions during their (almost) most private moments, with their mobile phone in hand wearing nothing but their underwear. And what clings to a person even more closely than his or her undergarments? Why, their language, of course.”
In our upcoming webinar, we’ll be exploring the takeaways from the report with special guest and Nimdzi Co-Founder, Tucker Johnson and taking questions from the audience both before via and during the webinar via chat.
Project Underwear:
Codename: Project Underwear, Nimdzi’s internal name for this study, is one of the most ambitious projects Nimdzi has undertaken to date. This is a global project, with surveys and data collection executed across more than 70 countries. Based on an end-user survey consisting of 25 questions translated into 66 languages and carried out with native speakers living in those countries.
Project Goal: Demonstrate how language affects buying behavior and answer the following:
- How do people engage with and consume content online?
- How do they act if given the choice between English and their native language?
- Would they consume more if there were more content in their native language?
Tucker Johnson:
Tucker has served in many different capacities throughout his career, from engineering to senior management. His special experience lies in:
- On-boarding and building out large scale localization programs
- Supply chain governance
- Global team management
- Advising business leaders on international strategy
Tucker’s latest endeavor is the founding of Nimdzi Insights company with a focus on the international market. Nimdzi works with international businesses, language service providers, universities, private equity firms, government agencies, and more.
What We’ll be Discussing:
- While it’s clear that online services have proliferated magnificently, how have our language preferences and baseline expectations changed?
- What does this mean for language and product marketing professionals?
- How should this information affect product development planning and process?
- What is the impact of English language proficiency on personal preferences?
- If you had to pick between speed and accuracy for delivering in languages, which is more important?
- What are the functional expectations for applications used by worldwide communities?
Who Should Attend
- Localization management
- Localization engineers
- Development managers
- Product and project managers
