Case Studies

Grail Medical Transcription Case Study

Company Background: Grail Research, now an Integreon company, has 350 dedicated team members globally. In any 12 month period it conducts research in 100+ countries and 30+ languages. Its capabilities are particularly strong in fast developing regions such as Africa, China, India, the Middle East and Russia. It offers its expertise in a wide variety of industries including Consumer Brands, Investment Banking, Legal Services, Life Sciences, Technology and Telecom. It delivers the critical market intelligence required to make fact-based strategic decisions on topics such as entering new markets, launching and enhancing products, making acquisitions or strategic investments, unseating competitors, and more.

Requirements: LC (then Lingual World) was appointed to transcript telephonic interviews of medical specialists in US. These interviews had been conducted by Grail research as per their client’s requirement. Normally, a transcript would be word-by-word, however, our client had specific guidelines to extract information and present it in a brief yet technically sound and comprehensive way. The transcript needed to be technically precise, at the same time, extremely concise in order to meet exacting layout requirement.

Solution: LC delivered technically- accurate and succinct transcript using highly qualified resources with minimum 10 years of experience in medical transcription and proofreading and DTP experts to ensure the final layout met cultural requirements of the target audience. Extensive feedback sessions with the client and their subsequent execution along with interactive proofreading incorporated at various stages of the project helped LC in delivering an end- product that grammatically accurate and technically perfect.

Legal Translation Case Study

Law is culture- specific subjective field. Therefore, translating texts pertaining to field of law is a difficult task. Minor err on the part of translator could result in lawsuits and subsequent losses.

Textual structures with a certain cultural orientation in source text (ST) may not correspond to equivalent structures in target text (TT). The translator, therefore, must use socially and culturally relevant linguistic standards. Each standard specifies the elements from ST that must appear in TT.

Not many legal professionals are sound with verbatim translation and hence they use interpreters or translators for highly sensitive texts. Often they misconceive an accurate translation to be substitution of words in source text with corresponding words in target text. They may not realize that word by word translations could sound as complete nonsense in target language. To provide them with a fluent version of translated texts, many professional choose to adhere to standards that they consider appropriate based on their own experience. This subjective exercise itself calls for translation from a highly experienced professional. Most of the translators consult bilingual law lexicons. Only an experienced translator would know the difference between a good lexicograph and a bad one.

Retail Translation Case Study

Whether it is foreign market, or the cross- cultural, multilingual customer base in the home nation, retailers need to communicate with their audiences through several ways such as catalogs, brochures, e-commerce sites, newspaper leaflets, coupons, in-store promotions, product manuals, packaging instructions, and other point- of- sale collaterals. Even internal customers to an organization, its employees are to be provided the translated and usable formats of product manuals, operation guidelines, and other training material. Many a time, the material consists of repeated texts across product lines and over time, especially so when the organization has sufficient cross- lingual global presence. This kind of texts greatly benefits from technology.

Unlike luxury retail, mass retail is characterized by high- volume, low- margin on its projects. To keep pace with highly dynamic high volume, short-turnarounds are a prerequisite for translated texts in retail. Apart from turnaround time, price is a key consideration. Many a time retailers may focus solely on price per word and hourly rate without realizing the quality issues that may arise later on. Guarding information from competitors is another key concern for retailers, especially of large organizations. They require their translation efforts to be distinct from those of their competitors. Further closely observed, translation gives competitive edge to a company over those not using translation as the former had already figured out how to work in customer’s language.

One very important aspect in retail translation is the legal and cultural environment of the origin country. Quebec , for instance, requires companies with more than 100 employees to provide work- manuals in English and French. To be eligible for the European Community’s CE mark, the supplier must confirm to language specific requirements which may include translation. Having understood the cost effective strategy of translation, it is equally important to understand HOW it is to be done. In retail, place of transaction is very important. A catalogue designed in Spanish for customers in Mexico may not meet the needs of customers in Spain. Taiwanese customers can understand the packaging tailored to the market in China, however, they can tell immediately that it was not made for them. This calls for the need of culturally sound translators who understand market sensitivity to social & cultural influences.

Knowing this, how does then one maximizes the output through translation? An effective and efficient strategy aligns technology with processes. For instance, TM or Translation Memory software can be used to reduce cost of translation by reusing already translated structures from a database of previous similar structures. Using a GLOSSARY could be a second cost- saving tool especially for industry specific terms such as visual merchandising, 0% interest rate etc. A style guide could be the third aid to understand culture specific conventions. Staffing adequate in- house resource helps retailers enforce consistent terminology and language hand- offs.

A crucial point in context is to support human translation with technology. Systems driven process can handle the high- volume, high quality considerations other than handling smooth file movements, confidentiality, and consistency across projects.

It is then imperative for translators working on retail project to understand the legal, social, and cultural connotations in translation project and support the same with advanced technological tools for the maximum optimization of available resources.