When Nexthink needed support to understand and interpret productivity‑related IT research for the US, UK, German and French markets, they partnered with Zeitgeist, the EMEA tech marketing experts, to analyse the findings and translate them into tailored local insights.
Company Profile
Nexthink is the leader in digital employee experience and productivity improvement software, providing IT leaders with unprecedented insight into the overall digital experience for all employees, everywhere. As the first solution to allow IT to progress from reactive problem solving to proactive optimization, Nexthink enables its more than 1,200 customers to provide better digital experiences to more than 15 million employees.
Industry
Digital Employee Experience management solutions
Challenges
- Lack of qualitative insights to analyse quantitative research
- Challenges interpreting country-specific research outliers
- Shortage of in-house resources to conduct language- and country-specific research review
Solution
- AI-driven research by Zeitgeist’s localization experts unlocked new insights into local markets
- Zeitgeist’s fact-checked, data-driven review and interpretation provided a copy platform for each country-specific research report
- Zeitgeist’s in-house experts localized each report into German and French
Benefits
- EMEA and local resources able to focus on core marketing activities
- Improved quality and consistency
- Long-term partnership approach
The Challenge
Nexthink commissioned a survey with Vanson Bourne, gathering responses from 1,100 IT leaders across the US, UK, Germany and France, to understand their views on productivity, digital dexterity and employee experience in the AI era.
While the survey delivered relatively consistent results across the regions, some country‑specific findings were more difficult to interpret. For example, why are leaders in France more confident that IT departments would begin to merge with HR? Why are leaders in Germany less confident about making major investments in AI? Why do leaders in the UK think their employees did not have a high level of digital dexterity?
The Nexthink team wanted to unpack these outliers and provide local readers with clear, data-driven explanations through country- and language-specific reports in the US, UK, Germany and France.
The Solution
Nexthink had a long-standing relationship with Zeitgeist, as their go-to translation partner for marketing content. Because Zeitgeist’s linguists are not simply translators but also subject matter experts, Nexthink knew they could be trusted to combine IT industry expertise with in-country knowledge to help make sense of some of the local survey results.
Zeitgeist’s team used their research expertise, prompting skills, and cultural knowledge to contextualize the results based on business and IT articles, research and reports produced in-language and in-country. Raw AI research outputs were cross-checked and triangulated to eliminate hallucinations and ensure robust data-backed references. Zeitgeist then delivered detailed reports to the Nexthink marketing team, providing the foundation for their in‑house copywriter to create four country‑specific versions.
Finally, the France and Germany reports were translated into the local languages, ensuring maximum impact and relevance in each market.
“In the age of relentless marketing noise and increasingly generic AI‑generated content, brands stand out by delivering targeted, relevant, and genuinely value‑driven content to their clients and prospects,” said Giuliana Ceresa, EMEA Campaigns Manager at Nexthink. “The Zeitgeist team delivered—and exceeded—our expectations. They showed us how much added value a skilled team of specialized translators like them can bring beyond translation alone. Thanks to their industry expertise and their precise, journalistic approach to market research, their insights went far beyond anything we could have obtained from raw ChatGPT outputs—not to mention the risk of hallucinations.”
As a result, the local reports created higher engagement and enhanced brand image and credibility with local senior IT and business professionals.
The Future
As Nexthink continues to grow and expand their global reach, Zeitgeist will remain a strategic partner—supporting their marketing and localization efforts with top‑quality translation services and value‑added expertise beyond translation.
“From high-end, value-added services like these country-specific reports, to high‑visibility campaign transcreation and high‑volume post‑editing, we look forward to continuing our partnership with Nexthink every step of the way,” concluded Bruno Combart, Managing Director at Zeitgeist.
