translation

Great Interpreters Inspire Insights: The Gifts around Language Dialogues

by STUART HENSHALL, Convo Research & Strategy Private Limited International research is exciting but often daunting. Ethnographers are trained to understand cultural difference and nuance, but without the right cultural guides, excellent translation and local research support, we can easily mis-interpret what we observe and hear. An interpreter can be key to understanding deeper impressions and meaning. Frequently interpreters are loosely referred to as “translators”, but their role goes far beyond converting words from one language to another. These days it’s tempting to just reach for Google Translate (and research sponsors may wonder why they need to fund anything else), but your translator may be your nuanced “ear to the ground” and end up providing some of the best stories. Interpretation/translation challenges frequently emerge in “concept and positioning” exercises as well as research more focused on UX/usability experiences. We offer some examples of why finding the right interpreters is critical...

Found in Translation: Pro Tips for Translating and Transcribing Multilingual Content

by JILL KUSHNER BISHOP, Multilingual Connections You may recall the old joke: What do you call someone who speaks three languages? Trilingual. Two languages? Bilingual. One language? American. The study of world languages among Americans lags far behind that of many other countries, with less than seven percent of American college students enrolled in language courses. Among adults who studied a second language in school, less than one percent claim to be proficient. Despite the sad state of world language education in the US, that old joke applies less and less all the time.  The American Community Survey of 2013 study found that one in five US residents—almost 62 million people—speaks a language other than English at home, with 41% speaking English “less than very well”. When research brings you to multilingual communities—whether in the US or globally—it’s essential to consider the linguistic and cultural preferences of your target audience.  Assuming you’re doing work in their language of choice,...