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What is it?

The market segment that a company considers to be the most important to their objectives and, therefore, their main focus.

Why is it important?

Companies segment their markets to help them devise the most effective go-to-market strategy for each segment. Content and localization strategies will be different for primary, secondary, and tertiary markets.

...continue reading "Term of the Week: Primary Market"

What is it?

A systematic method used to perform qualitative research aimed at understanding cultures, groups, and organizations.

Why is it important?

Ethnography has evolved, spanning across several anthropology specialties, and ethnographers have joined forces with communication science and market research practitioners. The discipline has moved away from rigorous academia toward a more pragmatic and fast-paced approach. Some large corporations use ethnographers for market research, but the potential of ethnography is still largely overlooked[Ladner 2012].

...continue reading "Term of the Week: Ethnography"

What is it?

The parts of written or spoken text surrounding a piece of content that clarify the meaning, and which are particularly important when multiple meanings could be attributed to that content.

Why is it important?

When multiple meanings are possible, translators need background and reference information so they can choose the right word. Having context available is crucial for localizers to provide a top-notch translation.

...continue reading "Term of the Week: Context"

What is it?

The practice of proactively maintaining dictionaries and glossaries to improve consistency within an organization. Terms are organized and controlled based on accepted standards, with a clear set of guidelines dictating their use within local contexts.

Why is it important?

Terminology management enables correct and consistent use of terms throughout the writing or translation process, or any other effort requiring accurate vocabulary usage.

...continue reading "Term of the Week: Terminology Management"

What is it?

The analysis of a given text or corpus, with the goal of identifying relevant term candidates within their context. Also called term mining or term harvesting.

Why is it important?

Term extraction is the starting point of all terminology management tasks. Term extraction is usually followed by the elimination of inconsistencies. Well-managed terminology improves quality, reduces costs, and improves time to market.

...continue reading "Term of the Week: Term Extraction"