The document discusses the challenges and processes involved in localizing market research surveys across different countries, emphasizing the importance of cultural adaptation and precise language. It outlines various issues such as translation cycles, client review processes, and the need for standardization in translation practices to avoid discrepancies. Recommendations for improvement include controlling information flow, engaging in-country reviewers early, and using a standardized change control document.

1. Global Market Research Survey Localization Issues and Process

2. Sometimes multi-country project flow feels like this…

3. And ideally we’d like to get to this…

4. Issues that impact the translation cycle How we get ‘lost in translation’ Localization or translation? Style guides to give context? Who controls the review process? Changes and version control? Turnaround time and usability

5. Market Research Surveys can’t be translated. Translation = literal translation Professional translation guidelines don’t give leeway to deviate. Clients may reject “stiff” translations.

6. Survey Questions have Specific Linguistic Attributes Precise language Average 20 words maximum Must engage respondent Must direct respondent’s thinking Must communicate choices Standard ‘translation’ can’t work.

7. Market Research Surveys need localization to preserve meaning. Cultural adaptation, beyond translation Sensitive to local perceptions Adapted to local choices Conversion of metrics, measures, etc.

8. Example: German Grammar Localization : English text : “I am usually the primary decision maker” Language Problem : “I“ is neutral in English, but female or male in German Translator alerts us to include choices to show that primary decision maker can be male or female: Ich bin i.d.R. der/diejenige , der/die hauptsächlich die Entscheidungen fällt Actions needed: Programming changes, client alert

9. Frustrating delays can happen if the client review process is uncontrolled . Client’s Translation Review Process needs definition at project launch : Choose review process: No Client Reviews? Client Reviews and Client In-country reviewer Finalizes? Client Reviews and TopTrans Translator Finalizes? Identify in-country reviewer and involvement: Review English version? Give local adaptation preferences?

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. 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. What Causes Complications? Primary Survey Translation Issues 1. English Source Survey Changes Client , researchers continue tweaking 2. Style issues come up late in cycle In-country reviewer preferences after translation 3. Multiple Reviewers, multiple formats To and from emails, excels, Word docs 4. Lacks Version Control - Inconsistent info flow – Who, what, where, when

13. Your Client’s In-Country Review Uncontrolled? Begins too late in the cycle Doesn’t always include approval of English version, style preferences Reviewer may change English, too Review/Edit process not uniform

14. Lack of Version Control: Example: Discrepancy between ‘Programmed’ and Client Review ‘Word’ versions Programmed version QUESTION PROGRAMMED AS: Which of the following reasons would you say best represents why you would not use [product] for each occasion listed below? Client Word doc version QUESTION IN WORD DOC: 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 >>? SMALL DISCREPANCY CAN CAUSE BIGGER PROBLEMS...

15. Discrepancies from this… Adds Project Management: need to check everything Needs reconciliation with client and programming: Which version is correct? Client approved packaging references? Programming doesn’t have packaging references? 3. Follow-through needed on entire translation path! Tiny packaging reference generates several rounds of emails, actions to resolve, input.

16. Without aligning expectations, translation review feels like this…

17. How Can We Solve The Issues? Identify Non-Controllable and Controllable 1. English Source Survey Changes Client , researchers will continue tweaking But, 75% or more can be controlled: 2. Resolve Style issues earlier in cycle Researcher input, in-country reviewer preferences 3 . Standardize Review/Change Process: Use one ‘Change Control Document’ 4. Control and manage info flow Use online, or other controlled process

18. Localization can’t be produced without context - Translation QC issues can be controlled with early input from: Researcher Client Client’s in-country reviewer

19. Researcher Gives Study Context Style Guide Researcher input at project start: Client product being studied and why? Global context? - industry trend Respondent age group, demographic target? Language level - level of education? Tone – formal, casual, professional?

20. Client Chooses Localization Level Literal translation? Default unless told otherwise- Culturally adapted, but close to text? TopTrans default, since literal translation doesn’t work- Allowance to edit away from original text for more user-friendly, expressive survey language. Best choice- needs client approval

21. In-Country Reviewer Guidance Get Terminology Preferences “ Do not Translate ” - leave in English Industry specific terminology Client specific terminology Tone, formal/informal Previous versions from prior translations

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. Recommended Validation Process At Project Release: Researchers give project context Client advises translation review process When Survey is finalized: Client engages in-country reviewer: Style/Terminology Guide Review and approve English survey Ongoing during production: Document English Source Survey Changes – Distribute uniformly through the pipeline

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