From the clients’ perspective today, it’s all about the end-user. How do they buy? What device do they use? How to capture their attention? There’s a mini-arms race of sorts going on with companies jostling for users’ attention. Does this relegate language industry professionals to mere onlookers? Absolutely not! Your role is more vital than ever. Rest assured that localisation does make a difference, and come prepared with the right arguments to make your case. Nimdzi Insights’ Project Underwear, a global study that assessed consumer buyer behaviour in over 80 countries aims to achieve just that — give language professionals the data they need to convert their clients to the cause: If you want to be locally relevant, make it personal. Make it all about the end-user.