Providing a correct answer or solution requires that our search clients must first understand what their customers are looking for. As difficult as that may be, it is made more challenging by the need to support multiple languages and cultures. This issue is at the heart of query categorization. Rather than simply use a translation system and then guess what their customers want, Appen offers our clients in-market evaluators all over the world to provide valuable, local insight.
Appen’s evaluators are local experts who can apply a greater level of understanding and quality when assessing query terms. The evaluators are asked to sort items based on intent and according to predetermined categories – which provides the foundation for enabling our clients to present accurate results to customers around the world. This, in turn, leads customers to have greater confidence in our clients’ products.