We’ve asked the question, “What’s your Local IQ?” hundreds of times and we always get a different response. It ranges from I don’t know, what’s that, it’s good, I’m good, to stop bothering me! What we find is regardless of who we’ve talked to, Local IQ™ is still relatable and applicable across all industries. We define Local IQ™ as the only framework that will localize your product and service offerings in new markets. In other words, it’s a localization framework.
Redefining Localization
For businesses and marketers, language and localization go hand in hand. However, our decades of experience tell us that localization goes much deeper than just language. In fact, we’ve identified that visual designs and experience through technology also play a huge role in the decision-making process of customers.
As a result, we took a more simplified approach by developing Localization Intelligence (Local IQ™). It’s a model that benchmarks three areas of localization to determine localization effectiveness. In this model, there are two types of IQ for each area: high IQ increases the likelihood that users will adopt your business offerings while low IQ reduces those chances of adoption. We typically find that business offerings that poorly perform in new markets are a result of low IQ decisions. With the above in mind, we’re able to redefine localization and build a framework around it called Local IQ™.
Your Local IQ™
Benchmark your localization efforts against our three key framework areas: Communication, Technology, and Visual:
Communication
High IQ:
The intent of your messaging was not lost and is clearly understood by your end user:
- Customers understand the intent behind your message
- After reading your message, customers follow your call to action
- Your message feels native to your recipients
Low IQ:
Messages are worded awkwardly and aren’t crafted for the target audience:
- No action is taken after viewing your message
- Idioms and phrases do not make sense
- Your communication style is a turn off
- The tone is wrong, turning off potential buyers
- Customer understanding of the messaging is wrong
Technology
High IQ:
Your product offering becomes an extension of user or current workflow:
- The UI/UX is appropriate for the given market
- Users are frequently engaging with your product offering
- Privacy rules and regulations are strictly followed
Low IQ:
Your product offering is seen as just another product:
- The UI/UX is foreign to end users
- Users aren’t moving past the first few screens of your product
- Users are not returning and engaging with your product
- Consumer rights are violated
Visual
High IQ:
When your customer sees your product offerings, they understand the context of your business:
- Images were thoughtfully selected for connecting with customers
- Videos were created to be engaging with customers
- The layout or your product presentation is easy to follow and draws users into the product
Low IQ:
Your product offering does not get realized when viewed by your customer:
- Images are offensive or do not relate to the customer
- Video content is not interesting to customer
- The layout or your product presentation is confusing and difficult to follow
What’s Your Local IQ™?
Local IQ™ is meant to guide decisions around localization projects and ensure the most effective results from localization. So, where do you fall in the above spectrum? If you find yourself operating in the Low IQ region for one or more criteria, then maybe it’s time to revisit your localization strategy. If your localization falls on the High IQ region, then be relentless in maintaining it.
If you need help with localization or have any questions, reach out to us, the experts in localization services!
