Client Success
Prioritizing Localization for Maximum ROI—A Global Strategy for a U.S. Tech Leader
A U.S.-based technology company with a growing global footprint was investing heavily in product localization—but with limited clarity on how and where those efforts were delivering impact. Internally, leaders faced competing perspectives: some pushed for deep localization in every market, while others questioned the return. With a mix of anecdotal feedback, shifting priorities, and vastly different market dynamics, the company needed to make more strategic, evidence-based decisions.
The goal: Evaluate the true necessity and impact of localization across diverse international markets, and build a scalable model for allocating resources where they would deliver the greatest return.
Challenge
Segment designed a multi-phase, international research program to inform both short-term decisions and long-term strategy.
We began with in-depth interviews and facilitated group discussions in three complex markets—Russia, Finland, and Sweden—selected for their unique blend of emerging potential, localization sensitivity, and operational challenge. These markets served as a testbed for building a real-world evaluation framework, helping the client understand not only market size, but the emotional and functional value of localization for product adoption.
From this foundation, we developed a custom decision framework that assessed:
Strategic market value
Degree of localization required
Projected ROI based on user feedback and market characteristics
Once proven, this framework was adapted and deployed across additional markets, providing the client with a consistent, insight-led methodology for guiding localization investment decisions around the world.
Approach
The result: Segment’s research empowered the client to shift from a volume-based approach to a value-based localization strategy—prioritizing investments not just where the market was large, but where the need for localized experience was proven to drive adoption and satisfaction.
This nuanced model led to:
Smarter allocation of localization budgets to high-impact markets
Stronger product-market fit in regions with demonstrated localization sensitivity
Cross-functional alignment on a transparent, rational approach to global expansion
Segment’s early-phase work in challenging, high-variance markets became the blueprint for a globally scalable model—one that continues to guide client decisions across regions, teams, and product lines.
Impact
Why our work matters
Replace gut decisions with a scalable framework grounded in qualitative depth and quantitative rigor.
for Global Insight Leaders
Confidently allocate budgets where localization delivers real growth, not just added cost.
for Product & Innovation Teams
for Strategy & Expansion Leaders
Prioritize feature roadmaps and resource allocation based on proven regional needs.
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