Maintaining high fidelity with Threadline

Background

Threadline is a collective of curious and inspired researchers elevating brands by uncovering hidden consumer narratives. Their profound research approach examines the emotional components of concepts for their clients, primarily focusing on strategic positioning and brand promises.

Threadline’s bespoke research requires critical evaluation of narrative that unearths and deciphers subtext, metaphor, and hidden content within stories, enabling them to deliver deep and accurate insights for their clients.

Challenge

Threadline’s mastery of language and research intricacies shines in their native US market – the bar is set very high. In international research, a tremendous amount of expertise is required to adhere to their rigorous standards. This extends beyond mere translation accuracy; it requires an elevated skill level that ensures that the emotional essence that underpins people’s stories across cultures is captured and preserved.

One study focusing on the concept of luxury and wellness probed how these concepts resonate across five global markets. Five interviews were conducted in each country with ultra-high net worth individuals from the Kingdom of Saudi Arabia, United Arab Emirates, Kuwait, Egypt, Qatar, India and China. This required translation of guides and stimuli as well as moderation in multiple languages and separate dialects.

Approach

To overcome these challenges, Threadline recognized the significance of forming strategic partnerships with professionals well-versed in social sciences and cultural intricacies. Their quest led them to Multilingual Connections. In MLC, Threadline found a partner to meet and exceed rigorous standards in translation, moderation, and transcription. MLC became an essential partner in this project by providing unparalleled access and shared vision. Their dedicated project manager was able to deliver not only quality, but accountability and commitment to Threadline’s goals. With one point of contact, Threadline had visibility and control across five separate markets.

Results

By leveraging Multilingual Connections’ network of linguists and moderators with expertise in social science research – together with their experienced project managers – Threadline’s studies achieved a level of fidelity that transcended language barriers. This was especially evident in their luxury and wellness study, where the intricate nuances of emotions, positioning, and brand promise remained consistent across diverse cultures. This collaboration paved the way for Threadline to maintain parity of research quality and emotional resonance regardless of geography, thus reaffirming their commitment to delivering insights that transcend borders.

“The additional value of working with Multilingual Connections was that when we were looking for moderators in these markets, we were getting full CVs of professors at universities in the social sciences and designers who have done human behavior designs! Those are the credentials we need, not just someone who’s been in market research for 20 years.”

Kristian Alomá, PhD​ - Founder & CEO, Threadline