Tag: Translation for market research

The Quality Dilemma_

OK, you need a translation into Portuguese, but you do not speak Portuguese. How do you go about it?

– Well, I will look up providers online, ask someone I know, get some quotes…

– Yes, but how will you determine whether you are getting a good translation if you do not speak the language?

– I guess I have to trust the provider.

This is a conversation I was having with a friend this week who is not from the translation industry. It turns out that the conclusion she came to, i.e. you just have to trust the provider, is the same conclusion that most translation buyers come to. Another common thing that happens is asking someone who speaks the language, but is not a professional translator, to take a look at the translation. What is the problem with those approaches?

You will never know for sure…

First, you cannot just trust someone’s stated or real credentials. I have recently begun a process of selecting a team of highly skilled Portuguese <> English translators to work with me at EAP. I have received hundreds of CVs, selected about 30 or so who had impressive stated and proven experience and, so far, I am about halfway through, I have a 50% approval rate. I am an experienced reviewer, which means I do pick up on more things than your average reader would, but still you cannot trust a 50% chance of your translation being right.

My test is an exert from a clinical trial report, which is standard for a medical translator. Brazilians are not native speakers of English and many grammatical constructions in English are very difficult for us, especially when they involve long sentences with several adjectives, etc. Now let us imagine that a Physician is reading a clinical trial report in English and finds himself unsure about a sentence on adverse events. So he looks for the translation, and in 50% of the cases, finds a misleading or partially correct translation. The potentially serious implications of this are obvious.

In the second approach, if you ask someone who happens to speak Portuguese to check the translation out for you, you may get an inaccurate assessment. Would you trust someone who is not in the healthcare industry to write your clinical trial report in your own language? Probably not, because that person is not familiar with the style and terminology used in the healthcare industry. The same goes for any other language, if someone just happens to speak that language, it does not qualify this person to write extremely technical and sensitive documentation in that language.

There is one third approach that some companies use, which is back translating. Back translating is getting a different translator to translate the text back into your source language. I will not go into details on that, because I have mentioned this before in my posts, but basically if your back translation says word for word what your source says, it is probably wrong. The reason for that is that, in order to translate meaning into another language, you often have to change the wording. Back translation can help iron out a few issues, but will not guarantee a quality result.

In many instances, when translation buyers are faced with this dilemma, they lose interest. They just go with a quote that fits their budget and hope for the best, because they won’t know anyway unless there is a very obvious error. But think about how much time and effort has gone into writing your original copy? You probably employed specialist writers, edited and revised your copy several times…Why would you then waste that effort on your foreign audience by presenting them with a poor translation?

In short, quality is essential to your success, you know that when you write your copy, and you need a method for ensuring that your translations reflect that quality.

How do you do that?

  1. Look for a provider who is looking to partner with you.

First, you should look for a provider with good credentials and a good track record, but you should not trust that alone.

In addition to looking good on paper, when you ask for a quote, look for signs that the provider is willing to revise the translation, will be available for questions, and seems as invested as you are in ensuring the final quality of the product. For example, a provider who is upfront with you about a deadline being too tight for a quality job, or the price being too low to pay for a reviewer, or who asks you questions about the nature of the job and other terminology management issues, e.g. are there any terms not to be translated? These are signs that the provider is invested and takes pride in the final result, which means he/she will work with you.

  1. Get feedback from your target audience.

The best people to tell you whether a translation is clear and resonates with them is your target audience. If you cannot do that before the translation goes out, make sure you do it after so that you at least have some feedback on that provider for future projects, and you can mitigate the impact of a bad translation, if it turns out so.

For example, if you had a market research questionnaire translated, ask your moderator about how clear the questions are to him/her. If your moderator is unsure about some questions, go back to your translator and ask him/her to find a way of saying that more clearly.

Also, if your translation is a website, then use a popup quick survey. If you had a clinical trial report translated for your medical audience, get your sales reps to ask physicians for feedback on particularly technical areas of that report, or ask your sales reps how well they understand the translated report.

There are many ways in which you can implement a feedback mechanism for your translated documents and this can go a along way into building a trusting relationship, both with your target audience and your translation provider.

  1. Take the feedback back to your provider and see how he/she works with you to implement it.

When you get feedback from your target audience, your translation provider should be willing to comment on that feedback and discuss with you what changes are/are not appropriate. Ultimately, your provider must be flexible enough to accommodate the changes that you deem appropriate and work with you to make them work linguistically.

If you are a translation buyer, you should always have in mind that your efforts in your field are only as good as you can communicate them. When you work across cultures, this applies to your translations as well.

At EAP, we will work with you, we do our utmost to ensure that your tone and message are conveyed seamlessly, because, for us, we only succeed when you do. Get in touch to learn more about how we can help you communicate with your medical audiences across borders.

In global market research, translation and localization are major components of producing quality insight. When you make your research global, you need to ensure that you get quality and actionable insight from each market. There is no point in spending a lot of yours and your client’s time creating the clearest and most insightful questions, if in the end your questions are not going to be asked anyway, or your questions will not be fully understood, or worse, if the insight that you end up with does not reflect the actual data that you collected. Hence, global market research agencies often spend a lot of time and effort recruiting their strategic staff and moderators, but not as much time selecting and briefing their translators.
In my experience as a translation editor for market research agencies, this often leads to poor translations, and outputs that require a lot of effort from analysts before they can be converted into quality and actionable insight for end clients. For those who are not bilingual, here is a little caveat, we do not think the same in different languages. Apart from the obvious differences in lexicon and grammar, the way we structure language in our minds also shapes how we structure our thoughts. Hence, translators do not translate words, they translate concepts and ideas. In other words, you do not want your translators to say what you said, you want them to say what you meant.

“You do not want your translators to say what you said, you want them to say what you meant”

In order to get the most out of your market research, I have put together 5 tips that will dramatically improve your relationship with translators and the outputs that they produce. I promise.
1. Choose translators with the right expertise
This is crucial to the success of your international market research. Your translators need to be knowledgeable about the field of your market research. In the same way that you want your content producers to be knowledgeable and ask the right questions to yield the best insight, you want your translator to be able to convey all that knowledge and expertise in a way that also sounds knowledgeable and is comprehensible to your target audience. For example, in healthcare, the translator has to know enough about medical issues to be able to word the same question appropriately for a layman audience and a medical audience. Doctors in Brazil are literally offended if you “dumb down” medical terminology for them. It is often the case that when healthcare market research materials are translated by a non-medical translator, the translator struggles with the terminology and either produces questions that are unintelligible to physicians and to the moderator; or produces questions that are “dumbed down”, because the translator himself did not have the vocabulary to word the question appropriately for a medical audience. Furthermore, a medical translator will have knowledge of the healthcare system in the target country, potentially even in the country where the question is being created, which means that the translator will be able to localize concepts regarding the source healthcare system, for example, to reflect the target healthcare system. In summary, you want your translator to be familiar with the terminology and market that you are addressing, because this will not only ensure better outputs, but will also potentially save you quite a bit of time in desktop research.

2. Establish partnerships with your translators
The translator is an individual from your target market and, assuming that you followed my first tip, who is knowledgeable about the specific industry that you are researching. Hence, the translator is not just someone who can put your words into another language, the translator is someone who potentially has knowledge that you can capitalize on. In other words, you want the translator to be as invested as you are in the final outcome of your project. The only way that you can achieve that is by establishing partnerships with your translators, thus, giving them a sense of ownership over the final results and ensuring that you capitalize on their local knowledge. Let your translators know that they are your preferred providers, and encourage your project managers to ask them questions about the target market and establish good working relationships with them. This creates a win-win situation; translators benefit from being your preferred partners and from the steadier work stream, while you benefit from their commitment and knowledge. What’s more, if you make them a preferred partner, the chances are that they will make you a preferred client and will try their best to always accommodate your needs and deadlines.

3. Get your translators involved in as many steps of the process as possible
By getting your translators involved in the project from its initial stages, and in as many stages as possible, you ensure that the translator is familiar with the particular terminology of your topic of research and, what’s more, the translator is aware of your goals and committed to them. A translator who has translated your questionnaires and visual aids is familiar with your research and, therefore, able to guarantee a fast turnaround for your outputs, because there will be no need for further terminology research. Furthermore, let us say that your moderator misunderstood a question, when the translator is translating the first output, the translator will be able to spot that, because he/she is aware of what you meant. Hence, he/she will be able to point this out to you before you conduct an entire project asking the wrong question. If the translator offers other services, even better! For example, a translator who also offers content analysis is someone who will be able to choose the quotes and translate the insight of your outputs in a way that is most meaningful to your goals. This reduces the time that your in-house team will have to spend on “translating” those data into actionable insight. This is another win-win situation, because you dramatically improve the quality of your outputs, and the translator gets commissioned for more work.

4. Allow appropriate time for translations
Market research is often a time-bending exercise. It always starts with a good plan, timings and schedules look great, but often these are tossed away and everyone is just working towards the final deadline. Whatever the reason, a translator who works with market research agencies needs to be aware that more often than not, this means that the time allowed for translations is usually short and often unpredictable. In these circumstances, market research agencies often resort to translation agencies, who have a large pool of resources and can split the translation into as many people as necessary to get it done in time. However, this is far from ideal, because different people with no prior knowledge of your research will translate the same things in different ways. In such cases, it is beneficial to have a preferred partner who is familiar with your project, because even if ultimately you have to outsource the translation to an agency, you can always have your partner harmonize everything and ensure that it is all in line with the terminology and goals of your project. Having said that, if you make it part of your MO to allow sufficient time for translations, you can work with your translator to ensure that everything is done in time. For example, you can keep your translator informed of your scheduling and rescheduling activities, so as to ensure that the translator is available to translate your outputs on a rolling basis. Hence, your final deadline may be months away, but the translator is working with you all along. This allows the translator sufficient time to produce a quality translation, and enables you to catch potential language issues in initial stages of the research, as exemplified in tip 3.

5. Appoint a dedicated point of contact to answer the translators’ questions
If you work directly with translators, or if your translation agency has a quick feedback process, you can dedicate someone who is deeply knowledgeable about your project to be available for questions. This is extremely important to ensure that the translator can clarify what you mean, because you do not want your carefully crafted questions to be translated based on a translator’s hunch. This dedicated person can liaise with the translator, brief the translator and ensure that the translator understands not just your project as a whole, but each specific question. Asking the right questions is the basis of market research, and you do not want your efforts lost in translation.

In short, make sure that you work closely with your translators. Make sure that every member of the project team is aware of how important good translations are to the overall success of your global market research project. This may be challenging at times, because most market research agencies employ freelancers, who may be based in different time zones, etc. However, if you put in the effort to establish good relationships with your preferred translation providers, you will streamline your project and you will dramatically improve the quality of your data.

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