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Target-Country Review is one of the most important and challenging aspects of any translation project. This process involves sending translated materials to an individual in the target country to review linguistic and formatting issues. To ensure your target-country review process goes smoothly, SimulTrans has prepared some guidelines.
Integral to the success of high quality localization is the collaboration between localization managers and their in-country team of linguists and reviewers. At the core of this relationship, and of fundamental importance to the progress of a project, are the areas of sampling and linguistic review.
The aim of this article is to provide a series of guidelines to localization managers, helping them to set clear expectations for linguistic review and communicate more effectively with their in-country contacts.
What is sampling and linguistic review?
Sampling is a process of translation "checks and balances" throughout the life of a project. It is recommended so that issues are highlighted early in the translation process rather than after the product has been delivered.
The primary goal of the linguistic review process is to facilitate acceptance of localized products in their target markets, by providing terminology guidance and the kind of clarification that comes from expert product knowledge. Linguistic review can be performed at the end of a project cycle, if schedule constraints prevented sampling during the project, although, this is not recommended and only works when a pre-agreed corporate style guide and glossary have been approved earlier in the project.
Who should perform sampling and linguistic review?
Reviewers should be dedicated product specialists preferably with a linguistic background and previous review experience. The main difficulty for localization managers is to identify suitably qualified reviewers and ensure they provide concise and valid feedback in a timely manner. Often distributors or sales managers wish to take ownership of the localized product review as they will be the ones selling it. However, because their background can be so varied, clear guidance should be provided to them on the review methodology to ensure a smooth process with the help of your translation supplier.
What guidelines can you give for sampling and linguistic review?
If clear communications and expectations are established with your translation supplier at project kick-off, it is quite possible to get glowing reviews and enthusiastic acceptance of the product by your local offices and distributors. So, it is recommended to create a glossary and corporate style guide before translation starts so that translators understand the reviewer expectations. There are often many ways to say the same thing. If a translated piece is grammatically and linguistically correct, faithful to the source text, and can be readily understood by the reader within the context, it is considered to be correct. If a good linguist is translating your company's message without prior examples of company terminology, reference material, etc., it will be very difficult to render a translation that will read in the exact manner a company representative may have chosen to write it.
Reviewers should carry out sampling and linguistic review with the following in mind:
- Consistency
- Style
- Terminology accuracy
- Glossary compliance
- Reference material compliance
- Instruction compliance (e.g., style guide adherence, "do not translate" list observance, etc.)
- Country-specific standards (e.g., time and date formats, measurements, currency, etc.)
No changes should be made to the actual translated text. Depending on the type of components reviewed (Soft, Help, Doc.) different types of feedback can be returned. A separate document should be made outlining reviewer feedback with:
- Corporate style guidelines
- Examples of what should be improved
- Changes of terminology
For example, clear feedback might be: "The glossary is not always being adhered to, please comply with glossary at all times" accompanied by examples. It is recommended to provide feedback in electronic format.
When must feedback be returned and what happens with it?
Localization managers should allow reviewers a few days for returning their feedback. This needs to be agreed upon at scheduling phase. Delays in providing feedback can potentially affect your schedule, your resource availability, and the costs. Agreement on how the feedback should be provided should happen at the project-planning phase to ensure schedule incorporates adequate time.
Your translation supplier will then incorporate the proposed changes where valid. It is important that in-country reviewers be available (via email or phone) to answer questions that may arise during feedback implementation. It is important that the reviewers you assign, understand that their job is not to 'catch your vendor out' but rather to help guide and ensure your product's acceptance within your market.
Conclusion
Review is an essential part of the success of your product, and when in-country linguistic review is planned and monitored adequately, the benefits are manyfold.
- Localization costs are reduced to the minimum.
- Schedules are adhered to and products ship on target.
- Distributors/Sales teams are satisfied that they have been involved in the localization process.
- Products are better suited to their target market, giving better chances for sales and repeat business.
Remember that the best way to ensure that the linguistic review cycle runs smoothly, is to discuss project schedules, requirements, and parameters with your translation supplier from the very beginning. If expectations are clear and communicated consistently, an agreement can be reached upfront, allowing for the best review cycle for your product, and ultimately, your budget and time frame. |
