Top Trans Survey Translation Issues

829 views

Published on

Translation and localization of market research surveys for global projects can be a nightmare! Delays, client confidence crises, programming nightmares, late fielding, and queer data are among the risks. I use this presentation to help understand the problems and find efficient solutions for "Going Global".

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
829
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Top Trans Survey Translation Issues

  1. 1. Global Market Research Survey Localization Issues and Process
  2. 2. Sometimes multi-country project flow feels like this…
  3. 3. And ideally we’d like to get to this…
  4. 4. Issues that impact the translation cycle How we get ‘lost in translation’ <ul><li>Localization or translation? </li></ul><ul><li>Style guides to give context? </li></ul><ul><li>Who controls the review process? </li></ul><ul><li>Changes and version control? </li></ul><ul><li>Turnaround time and usability </li></ul>
  5. 5. Market Research Surveys can’t be translated. <ul><li>Translation = literal translation </li></ul><ul><li>Professional translation guidelines don’t give leeway to deviate. </li></ul><ul><li>Clients may reject “stiff” translations. </li></ul>
  6. 6. Survey Questions have Specific Linguistic Attributes <ul><ul><ul><li>Precise language </li></ul></ul></ul><ul><ul><ul><li>Average 20 words maximum </li></ul></ul></ul><ul><ul><ul><li>Must engage respondent </li></ul></ul></ul><ul><ul><ul><li>Must direct respondent’s thinking </li></ul></ul></ul><ul><ul><ul><li>Must communicate choices </li></ul></ul></ul><ul><ul><li>Standard ‘translation’ can’t work. </li></ul></ul>
  7. 7. Market Research Surveys need localization to preserve meaning. Cultural adaptation, beyond translation <ul><li>Sensitive to local perceptions </li></ul><ul><li>Adapted to local choices </li></ul><ul><li>Conversion of metrics, measures, etc. </li></ul>
  8. 8. Example: German Grammar Localization : <ul><li>  English text : “I am usually the primary decision maker” </li></ul><ul><li>Language Problem : “I“ is neutral in English, but female or male in German </li></ul><ul><li>Translator alerts us to include choices to show that primary decision maker can be male or female: </li></ul><ul><ul><li>Ich bin i.d.R. der/diejenige , der/die hauptsächlich die Entscheidungen fällt </li></ul></ul><ul><li>Actions needed: Programming changes, client alert </li></ul>
  9. 9. Frustrating delays can happen if the client review process is uncontrolled . <ul><li>Client’s Translation Review Process needs definition at project launch : </li></ul><ul><li>Choose review process: </li></ul><ul><li>No Client Reviews? </li></ul><ul><li>Client Reviews and Client In-country reviewer Finalizes? </li></ul><ul><li>Client Reviews and TopTrans Translator Finalizes? </li></ul><ul><li>Identify in-country reviewer and involvement: </li></ul><ul><li>Review English version? </li></ul><ul><li>Give local adaptation preferences? </li></ul>
  10. 10. Standard Survey Translation Process Your Client Client Services/ Programmers TopTrans Localization Team TopTrans In-Country Translators Handoff Approved Final Source File Analysis/ Quoting Prepare for Translation Quality Control Input translations Online Review Translation/ Editing Incorporate Changes Launch Fieldwork Compile Survey Your Client’s In-Country Reviewers Validate Translation Send Translation For Validation Program Survey
  11. 11. Actual Survey Translation Process Your Client Client Services/ Programmers    TopTrans Localization Team TopTrans In-Country Translators Handoff Source File Analysis/ Quoting Prepare for Translation Quality Control Input Translations Online Review Translation/ Editing Incorporate Changes Launch Fieldwork Compile Survey Your Client’s In-Country Reviewers Validate Translation Changes to English and/or Translation Send Translation For Validation Updates to English Survey Programmed Discrepancies Update Translation Quality Control Send Updated English and/or translation Program Survey Update Programming based on changes/ discrepancies
  12. 12. What Causes Complications? Primary Survey Translation Issues <ul><li>1. English Source Survey Changes </li></ul><ul><ul><li>Client , researchers continue tweaking </li></ul></ul><ul><li>2. Style issues come up late in cycle </li></ul><ul><ul><li>In-country reviewer preferences after translation </li></ul></ul><ul><li>3. Multiple Reviewers, multiple formats </li></ul><ul><ul><li>To and from emails, excels, Word docs </li></ul></ul><ul><li>4. Lacks Version Control - </li></ul><ul><ul><li>Inconsistent info flow – Who, what, where, when </li></ul></ul>
  13. 13. Your Client’s In-Country Review Uncontrolled? <ul><ul><li>Begins too late in the cycle </li></ul></ul><ul><ul><li>Doesn’t always include approval of English version, style preferences </li></ul></ul><ul><ul><li>Reviewer may change English, too </li></ul></ul><ul><ul><li>Review/Edit process not uniform </li></ul></ul>
  14. 14. Lack of Version Control: Example: Discrepancy between ‘Programmed’ and Client Review ‘Word’ versions <ul><li>Programmed version </li></ul><ul><li>QUESTION PROGRAMMED AS: </li></ul><ul><li>Which of the following reasons would you say best represents why you would not use [product] for each occasion listed below? </li></ul><ul><li>Client Word doc version </li></ul><ul><li>QUESTION IN WORD DOC: </li></ul><ul><li>Which of the following reasons would you say best represents why you would not use [product] (in [pkg1]/[pkg2]/[pkg3]) when <<INSERT OCCASION FROM Q10 >>? </li></ul>SMALL DISCREPANCY CAN CAUSE BIGGER PROBLEMS...
  15. 15. <ul><li>Discrepancies from this… </li></ul><ul><li>Adds Project Management: need to check everything </li></ul><ul><li>Needs reconciliation with client and programming: Which version is correct? </li></ul><ul><ul><li>Client approved packaging references? </li></ul></ul><ul><ul><li>Programming doesn’t have packaging references? </li></ul></ul><ul><li>3. Follow-through needed on entire translation path! </li></ul><ul><li>Tiny packaging reference generates several rounds of emails, actions to resolve, input. </li></ul>
  16. 16. Without aligning expectations, translation review feels like this…
  17. 17. How Can We Solve The Issues? Identify Non-Controllable and Controllable <ul><li>1. English Source Survey Changes </li></ul><ul><ul><li>Client , researchers will continue tweaking </li></ul></ul><ul><li>But, 75% or more can be controlled: </li></ul><ul><li>2. Resolve Style issues earlier in cycle </li></ul><ul><ul><li>Researcher input, in-country reviewer preferences </li></ul></ul><ul><li>3 . Standardize Review/Change Process: </li></ul><ul><ul><li>Use one ‘Change Control Document’ </li></ul></ul><ul><li>4. Control and manage info flow </li></ul><ul><ul><li>Use online, or other controlled process </li></ul></ul>
  18. 18. Localization can’t be produced without context - <ul><li>Translation QC issues can be </li></ul><ul><li>controlled with early input from: </li></ul><ul><ul><ul><ul><li>Researcher </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Client </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Client’s in-country reviewer </li></ul></ul></ul></ul>
  19. 19. Researcher Gives Study Context Style Guide <ul><li>Researcher input at project start: </li></ul><ul><ul><li>Client product being studied and why? </li></ul></ul><ul><ul><li>Global context? - industry trend </li></ul></ul><ul><ul><li>Respondent age group, demographic target? </li></ul></ul><ul><ul><li>Language level - level of education? </li></ul></ul><ul><ul><li>Tone – formal, casual, professional? </li></ul></ul>
  20. 20. Client Chooses Localization Level <ul><li>Literal translation? Default unless told otherwise- </li></ul><ul><li>Culturally adapted, but close to text? TopTrans default, since literal translation doesn’t work- </li></ul><ul><li>Allowance to edit away from original text for more user-friendly, expressive survey language. Best choice- needs client approval </li></ul>
  21. 21. In-Country Reviewer Guidance <ul><li>Get Terminology Preferences </li></ul><ul><ul><li>“ Do not Translate ” - leave in English </li></ul></ul><ul><ul><li>Industry specific terminology </li></ul></ul><ul><ul><li>Client specific terminology </li></ul></ul><ul><ul><li>Tone, formal/informal </li></ul></ul><ul><ul><li>Previous versions from prior translations </li></ul></ul>
  22. 22. Improved Survey Translation Process Your Client Client Services Programmers TopTrans Localization Team TopTrans In-Country Translators Handoff Source File, Style Guide Analysis/ Quoting Prepare for Translation Quality Control Translation input Online Review Localization / Translation/ Proofreading Incorporate Changes Compile Survey Validate Translation Send Translation For Validation Program Survey Assigned at Project launch Review English Survey Launch Fieldwork Your Client’s In-Country Reviewers
  23. 23. Recommended Validation Process <ul><li>At Project Release: </li></ul><ul><ul><li>Researchers give project context </li></ul></ul><ul><ul><li>Client advises translation review process </li></ul></ul><ul><li>When Survey is finalized: </li></ul><ul><ul><li>Client engages in-country reviewer: </li></ul></ul><ul><ul><li>Style/Terminology Guide </li></ul></ul><ul><ul><li>Review and approve English survey </li></ul></ul><ul><li>Ongoing during production: </li></ul><ul><ul><li>Document English Source Survey Changes – </li></ul></ul><ul><ul><li>Distribute uniformly through the pipeline </li></ul></ul>
  24. 24. Working together we can handle the whole world! Thank you for your participation Questions and Comments Welcomed! [email_address] US tel: 917-254-4044 Skype: raya.wasser

×