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Common Sense Advisory enters the research business
Common Sense Advisory, a firm providing strategy consulting and services to companies working in international markets, today announced that this November it will begin publishing its own independent market research about the localization industry. This syndicated research and analysis will focus on the decision makers, buyers, and user of localization technology and services. Its first report will deal with return on investment (ROI), a topic that drives every discussion of global markets.

“In our projects and conversations with both buyers and suppliers, we found a large but latent demand for information and advice on how to effectively manage the localization process, expectations, results, and returns on their investment, both online and on paper,” said Don DePalma, President and Founder of Common Sense Advisory. “We also discovered a lot of dissatisfaction with the tight connection between market research and vendors, especially since the localization providers have funded much of the research. While this is a good practice for the vendors, it means that the research has ignored the needs, experiences, and best practices of the practitioners. With our reports, we intend to fill that gap.” Dr. DePalma is an industry analyst, author, and corporate strategist who has lectured and written frequently on the topics of online marketing technologies, content management, high-end application development, knowledge management, and globalization. His book, ”Business Without Borders: A Strategic Guide to Global Marketing“ was published by John Wiley & Sons in May 2002. As a principal analyst at Forrester Research in the 1990s, he initiated the firm’s coverage of globalization and wrote some of the most frequently cited research on the topic.

Firm Will Produce Original, Hard-Hitting Research
“Practitioners and localization vendors also told us that they weren’t happy with the infrequency of the little research that has been published,” added Renato Beninatto, a partner at Common Sense Advisory. Mr. Beninatto is a Brazilian polyglot who has served on the executive teams for some of the globalization industry’s most prominent companies, most recently as Vice President and Director of ALPNET Inc. and Berlitz GlobalNET.

To meet this need, Common Sense Advisory will regularly conduct primary research with buyers of localization services and technology. The research will be:

  • Original. Each report will be written by Common Sense Advisory’s analysts
  • Independent. The firm will not publish research funded by industry suppliers.
  • Practitioner-centric. Each report will be based on in-depth interviews with buyers, practitioners, and decision makers. To provide background on supplier offerings, Common Sense Advisory’s analysts will also interview representative vendors inside and outside the localization industry for their perspective on topics covered in the reports.
  • Regularly scheduled. Interview-based reports will be published quarterly. Reports based on analysis of industry events may be published monthly or as events require.
  • Contextual. While this research will be specific to the localization industry, it will recognize the broader context of enterprise issues that companies deal with. This means that reports will include the perspective of core technology (e.g., Web services, database, content management, business intelligence) and service integration (e.g., system integrators).

In addition to its research work, Common Sense Advisory will continue its strategy consulting with globalization practitioners, conducting seminars, and working on assessments and scorecards of localization projects. To underscore its independence, the company has chosen to discontinue consulting to localization service and technology vendors. “While this vendor exclusion shuts us off from a strong source of revenue traditionally counted on my market researchers, it will ensure that subscribers from both the practitioner and vendor world receive unbiased research,” noted DePalma.

Submitted On: 1/17/2011

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