In order to drive greater business growth, you may be interested in creating digital experiences in non-English languages, for either US-based or international audiences. Here are some tips for securing feedback on your non-English web and content experiences, using either the UserTesting panel or your own audiences.
Use requirements or screeners to identify bilingual participants
If you are sharing your study with the UserTesting panel, you should create screener questions or indicate language requirements at the start of the study.
- Include language requirements in “Other Requirement.” By disclosing this upfront, you make it clear that only participants who can comply should continue.
- Use screeners to locate specific language speakers. To identify non-English language speakers within the panel, create appropriate screener questions.
If launching studies to your own audiences using My Recruit, the UserTesting app and instructions will display in one of five languages (English (default), French, Spanish, German or Chinese) matched to the language setting on the recipient’s browser.
Target countries according to your needs
You should select country targeting according to what you are seeking to accomplish.
- If your focus is getting fast feedback on a non-English experience, you should consider targeting a larger geographical area, or keeping your study geography-agnostic (by keeping it the default “Any”)
- If you specifically want feedback from non-English speakers residing in a certain country or countries, select accordingly. Customers may choose to target specific countries for a number of reasons, including: getting feedback from a native language speaker or understanding geographic-based nuances in how content and experiences are perceived.
Keep in mind that all panelists speak English and when participating in the study, will default to responding in English unless otherwise instructed.
Tips for setting up your study
As you set up your unmoderated study (using the UserTesting panel, or your own audiences using My Recruit), these are the places where you will want to think through the language experience related to your goals and the resources on your team.
- The web/content experience itself. Whether you are getting feedback on a webpage, video content or a prototype, you choose what asset to display during a study. Many customers will display content in a non-English language in order to secure feedback on that experience. Make sure that the study participant is able to see the non-English content on which you are collecting feedback—for example, that the language setting or the IP address of the study participant doesn’t bar access.
- The written tasks and questions. When creating a recorded study, you write the tasks and questions that the participant must follow and answer. Even if you are showing a non-English web or content experience, you can choose to write tasks and questions in English or in the language matching the displayed content. You can write questions and tasks in almost any language, including “right to left” languages such as Hebrew and Arabic. The tasks and questions will be displayed exactly as you write them; they will not be translated or localized when shown to study participants.
- The participants’ responses. Unless told otherwise, the participants will answer questions and talk aloud in English. If you wish for them to respond in the specified non-English language, you must make it clear in your instructions and tasks. Some customers see value in having participants respond in a native language because this enables the participant to be more direct and frank.
If you are looking to conduct a live interview with non-English speaking participants (using Live Conversation), most of the rules stated above apply. You can still target countries and write screener questions in the language of your choosing to pinpoint the precise audiences and personas you are seeking. You will conduct the live interview in the language of your choosing and you can instruct the participant to respond in whichever language most benefits your needs.
For more information on testing non-English experiences, you can download this helpful resource sheet.