How to Do Market Research and User Research in Welsh: The Ultimate Guide to Conducting Research with Welsh Speakers

Welsh Language research and user testing: we also have a specific guide for how to conduct user research in Welsh.

Market research is crucial for understanding customer needs, preferences, and behaviours. When conducting research with Welsh speakers, it’s important to understand both the language and cultural nuances that come into play. This ultimate guide will walk you through the key steps to conducting market research with Welsh-speaking participants, focusing on methods such as focus groups and surveys.

Castell Conwy / Conwy Castle

1. Understanding the Welsh Language Context

Welsh (Cymraeg) is spoken by around 870,000 people in Wales, according to the 2021 Census. While not everyone in Wales speaks Welsh fluently, the language has a strong presence, particularly in regions like Gwynedd, Ceredigion, and Anglesey. The Welsh Government’s Language Strategy has also been promoting the language’s use in public life, aiming to increase the number of Welsh speakers by 1 million by 2050.

When planning market research with Welsh speakers, consider the following:

• Fluency levels: Some participants may be fully fluent, while others may have limited proficiency. Assessing the language skills of your participants is essential for structuring the research.
• Regional variations: Just like in any language, Welsh has regional dialects. Understanding the specific dialect of the target audience can help you avoid miscommunication and ensure clarity.

2. Recruitment Challenges

Recruiting Welsh-speaking participants for market research presents several challenges. One of the primary difficulties is the distribution of Welsh speakers, as the language is more commonly spoken in rural areas and the west of Wales, with fewer speakers in urban regions.

Another challenge lies in varying fluency levels; many people in Wales may have learned Welsh in school but do not speak it fluently in daily life. Therefore, when recruiting participants, you must assess their comfort and fluency with speaking Welsh, as some may prefer to engage in English.

Additionally, some Welsh speakers may not be active in seeking Welsh-language research opportunities, and thus, finding participants willing to engage may require targeted outreach through Welsh language organisations, social media groups, and local community centres. Ensuring the right balance of participants with different proficiency levels can also be challenging but crucial for gathering meaningful data.

3. Considerations for Surveys

Surveys are a common method for gathering data in market research, but when working with Welsh speakers, there are several factors to consider. One of the primary considerations is the language of the survey itself. Ensure that the survey is available in both Welsh and English to cater to participants with different levels of fluency.

• Translation accuracy: Ensure that the translation of your survey questions into Welsh is culturally appropriate and accurate. Simple, clear language should be used to avoid confusion or misinterpretation. If the survey is translated from English, consider having it reviewed by a native Welsh speaker or a professional translation service to ensure linguistic precision.
• Participant preferences: Some respondents may feel more comfortable answering in English, even if the survey is conducted in Welsh. It’s important to give participants the option to switch languages, as this ensures they can express themselves fully and accurately.
• Response rates: Surveys in Welsh may see a lower response rate if not all potential participants are fluent or confident in using the language. Offering bilingual surveys or mixed-language options can help increase response rates and participation from a wider audience.

4. Considerations for Focus Groups

Focus groups are an excellent way to gather qualitative insights, but conducting them with Welsh speakers presents its own set of challenges and considerations.

• Language fluency: As with surveys, it’s important to assess the language fluency of participants before conducting a focus group. Some may be more comfortable discussing certain topics in Welsh, while others may prefer English. To ensure inclusivity, it’s often best to offer the option for participants to respond in either language. A bilingual facilitator may be helpful to switch between the two languages if needed.
• Facilitator skills: The success of a focus group depends heavily on the facilitator’s ability to engage participants and manage discussions. If your target audience is Welsh speakers, it’s crucial to have a facilitator who is fluent in Welsh to avoid language barriers. A bilingual moderator can help ensure smooth communication and guide the conversation effectively.
• Cultural sensitivity: Understanding the cultural context behind language use is also essential. Participants may feel more comfortable expressing their opinions in Welsh, as it fosters a sense of identity and connection. Make sure that the atmosphere respects the use of Welsh as a means of expression and that participants do not feel pressured to switch to English.

5. Analysing Data from Welsh-Speaking Participants

Once you’ve collected data, the next step is to analyse it. When dealing with data from Welsh speakers, be mindful of the following:

• Cultural Nuances: Welsh-speaking participants may provide insights that reflect cultural aspects unique to Wales. Understanding the context of these responses will help you better interpret the data and identify patterns.
• Language Variation: As mentioned earlier, there are various dialects within the Welsh language. When analysing responses, consider these variations, as different terms or expressions might be used depending on the region.
• Bilingual Data: If participants have switched between Welsh and English during their responses, you’ll need to account for both languages during analysis. Translations may be required to ensure consistency and accuracy.

6. Reporting Results

When it comes time to present your findings, ensure that your report is accessible to both Welsh and English speakers. Providing a bilingual report is an excellent way to demonstrate respect for the Welsh language while ensuring that the information is accessible to a wider audience.

• Bilingual Reports: Consider offering a Welsh-language version of your findings, especially if your research specifically targeted Welsh-speaking communities. This can help build trust and show your commitment to linguistic diversity.
• Tailored Recommendations: Based on the results of your research, make sure that your recommendations consider the cultural and linguistic needs of Welsh-speaking users. This may involve creating Welsh-language versions of products, websites, or services.

Speaking with Welsh speakers is an excellent opportunity to reach a Welsh speaking customer base, build loyalty and give people choice

Conducting market research with Welsh speakers offers a unique opportunity to engage with a culturally rich and diverse group of people. By understanding the language landscape, recruiting effectively, and choosing the right methods, you can gain valuable insights that will help shape products and services for the Welsh-speaking community. Remember, accuracy, cultural sensitivity, and language fluency are key to successful market research in Welsh.

Here are 10 reasons why private sector organisations should conduct market research with Welsh-speaking users:

1. Reach an Underrepresented Audience

While not everyone in Wales speaks Welsh, a significant proportion of the population — around 870,000 people — are Welsh speakers. Conducting research with this group helps ensure you aren’t overlooking a key market segment. It can also provide valuable insights into specific regional needs, particularly in Welsh-speaking strongholds.

2. Align with Government Policies

The Welsh Government has a strong commitment to promoting the Welsh language, aiming for one million Welsh speakers by 2050. By engaging with Welsh-speaking users, private sector organisations can align with national language policies and demonstrate a commitment to supporting Welsh culture and heritage.

3. Cultural Relevance

Conducting research with Welsh-speaking users ensures your products, services, and marketing efforts are culturally relevant. Welsh speakers tend to be proud of their language and heritage, and offering services in Welsh can improve brand loyalty and customer satisfaction.

4. Gain Insight into Language Preferences

Welsh speakers may prefer to use Welsh in their daily lives, including when interacting with businesses. Understanding language preferences can help organisations tailor their communication strategies, create bilingual websites, and offer customer service in Welsh, making your business more accessible and user-friendly.

5. Expand Market Reach

By engaging with Welsh-speaking users, organisations can expand their market reach beyond the English-speaking population. This includes increasing access to a niche but potentially lucrative customer base in Wales, especially in areas where Welsh is more commonly spoken, such as Gwynedd, Anglesey, and Ceredigion.

6. Enhance Customer Experience

Welsh-speaking customers who feel understood and valued are more likely to become loyal, repeat customers. Offering services in their preferred language can enhance their experience and improve customer satisfaction. This can lead to positive word-of-mouth and increased brand reputation.

7. Meet Legal Requirements

In Wales, public services are required to offer bilingual services, and private organisations may also benefit from complying with the Welsh Language Standards. Market research with Welsh-speaking users allows businesses to ensure they are meeting legal and ethical obligations related to the Welsh language.

8. Gain Competitive Advantage

Not all businesses take the time to engage with Welsh-speaking customers, so by doing so, your organisation could stand out in the market. A reputation for being Welsh-friendly can provide a significant competitive edge, particularly in industries like tourism, retail, and hospitality.

9. Improve Product Development

By gathering feedback from Welsh-speaking users, organisations can develop products that are better suited to the needs of this demographic. Whether it’s improving Welsh-language app features or designing products that reflect local culture, market research can provide key insights for development.

10. Build Stronger Community Relationships

Engaging with Welsh speakers shows a deep respect for local culture and language, fostering stronger ties with the community. This approach can enhance your organisation’s reputation as a company that cares about its customers, which can lead to higher levels of trust, loyalty, and support.

Conclusion

Market research with Welsh-speaking users is an invaluable tool for private sector organisations that want to stay competitive, culturally relevant, and responsive to the needs of their customers. By investing in bilingual research, businesses can expand their reach, improve customer satisfaction, and strengthen relationships with the Welsh-speaking community.