Do you Speak Soccer?

June 13, 2014 by Wadii El Maroudi · Leave a Comment
Filed under: Translation Services 

The Fédération Internationale de Football Association (FIFA) World Cup is an international association soccer competition attended by 32 National Soccer teams from all over the globe. Since the inaugural tournament in 1930, the championship takes place every four years.  The current champions are Spain, who won the 2010 tournament in South Africa.

Countries interested in hosting the competition have to submit a proposal to the FIFA which include stadiums, transportation, security capabilities and the like.  The FIFA is responsible for selecting the host country that fits the requirements.  The current World Cup is taking place in Brazil and the next two competitions will be hosted by Russia in 2018 and by Qatar in 2022.

The 19 World Cup tournaments have been won by eight different national teams.  Brazil has won five times, and they are the only team to have played in every tournament.  The other World Cup winners are Italy, with four titles; Germany, with three titles; Argentina and inaugural winners Uruguay, with two titles each; and England, France, and Spain, with one title each.

The World Cup is the world’s most widely viewed sporting event with an estimated 715.1 million viewers speaking over 100 languages.

For 32 days, Brazil will become one of the most language diverse places in the world. 600,000 foreigners are expected to attend the World Cup in Brazil, where hardly anyone speaks a language besides Portuguese.

Have you ever wondered how more than half a million tourists would find their way around a country they’ve never been to before, where nobody speaks their native language?

A Korean nonprofit company developed a simple but smart solution:  A phone number where foreigners can get real time language assistance in seven languages.

The BBB or Before Babel Brigade service was developed during the 2002 World Cup in South Korea and Japan as a way of helping foreigners find their bearings in a country where foreign language expertise is limited — much like Portuguese-speaking Brazil.

It is a simple idea!  Foreigners in need of language help dial a Rio de Janeiro number and select one of seven languages — English, Spanish, French, German, Italian, Russian and Korean. A server automatically connects them to a volunteer translator who can speak directly to the local doctor, waiter, bank teller or taxi driver, passing along the needed message.  The service, known here as Rio Amigo, will be available 24 hour a day during the World Cup, which begins Thursday and runs through July 25.

The service for Brazil’s World Cup is free to the user, except for the price of the Rio telephone call.  The service now even has an app — in response to the growing popularity of translation apps and online services.

Although Interpretation Services is not currently provided by ABLE Innovations, we keep a very close eye on new language technologies that could be incorporated in our production processes to help our clients deliver their messages globally in the most accurate, timely fashion and cost effective ways.



Translation in the Market Research Industry

Market research is the process that links the end users to the marketing contact through information used to identify and define marketing opportunities and problems, generate, refine, and evaluate marketing actions,  monitor marketing performance and improve understanding of marketing as a process.

Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.

Market research is a necessary tool to reach out to the customer, in order to understand their needs and help target products and services offerings based on the exact needs of the customer.

But, what if your target audience is a non-English speaking audience?

In order to truly understand market research results from a foreign market, high quality translation is a necessary process that needs to be understood and properly implemented.

Market research translation can be a valuable tool for success in reaching new markets; either you are a small company trying to reach out to new markets or a multinational corporation working on fine tuning their products and services for a global market.

In order for a global market research effort to be successful, several components need to be adequately implemented.

-        Content creation: Questionnaires need to be created while keeping in mind that a translation phase will follow (referred to in the localization industry as internationalization).

-         Experience: The translators and editor need to have a thorough understanding of the language and culture in which they are working; a mistranslation in this vertical could literally make or break a company.

-        Objectives: The entire production team working behind the scenes needs to have a clear understanding of the survey objectives, the audience and the results.

Below are a few indicators of a good market research translation:

-        Market research translation is not similar to any other translation project. It’s important for questionnaires, surveys and other materials to demonstrate an understanding of the cultural and social norms of the target audience in order to get accurate results, while the questions should be worded in a way that lead to meaningful conclusions.

-        Choose an experienced market research translation partner: The translation teams should not only have the proper experience but also the right tools to ensure the ultimate success of the project. The ideal translation partner should have the engineering capabilities to work on the coding and software initially used to create the original questionnaires, as well as an ability to put the finished product into the right format.

-       The perfect translation partner should have a proven track record of completing high quality projects on time. With market research translation, there are often strict deadlines that must be met, specific tools to be used and detailed processes to be followed. Choosing the right partner could be a huge influence in making your project successful.

At ABLE Innovations, we have the experience, the tools and the knowledge to make your international research project a success. We welcome any opportunity to discuss your current and future projects and to guide you throughout the process.



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