Our Analysts' Insights

For those who have worked within the localization industry for a while, the concept of “writing for translation” might feel old school, already-learned-and-forgotten-about: something that technical authors take for granted. Just like developers always think about internationalization of software code and processes, right? (We know how well that works!) That’s why a refresher course in how to write content in a way that optimizes the global customer experience is a really good idea – especial...

One of the most heartbreaking results of COVID-19 pandemic has been hearing about people falling ill, suffering, and too-often dying, without their family and loved ones around them. Imagine how much more terrible this must be if the patient – or family members – cannot easily communicate with caregivers, nor fully understand what they are told. Combine these challenges with statistics showing COVID-19 disproportionately affecting racial and ethnic minorities and the picture is grim.

We have frequently and long been asked who owns translation memories (TMs)?” In today’s COVID-19 environment, the better question might be “Where are my TMs?” If you rely on one or more LSPs to manage and maintain your translation memories, terminology, and other linguistic assets, now is a good time to revisit your disaster and recovery plan (DRP) for technology, and business continuity plan (BCP) for the entire organization’s processes. Even if you host and manage your TMs centrally withi...

The sudden change from office-based to remote workforces forced by the COVID-19 pandemic prompted a rethink of computing strategies at many organizations. For example, businesses and government agencies that so far have distrusted cloud-based information technologies have suddenly and necessarily embraced them to keep operating. Is your translation management system (TMS) immune?

Far too many companies rely on anecdotal data; rough measures based on GDP, and the number of people who speak languages, or even less precise guides such as executive gut feel or a knee-jerk reaction to loud or political feedback. These methods risk making ineffective decisions for language strategy, instead of using the linguistic portfolio to grow business, increase revenue, and make advances over the competition. Shifting to data for language ROI helps set up realistic expectations and goals...

An extremely popular gift for the holiday season is the family history DNA testing kit. Vendors such as MyHeritage and AncestryDNA advertise millions of users, increasing sales, and ever-improving analyses. No doubt, this week many people are eagerly awaiting the results of a test-tube full of saliva; wanting to confirm their expected heritage or to discover ancient roots – and expecting to have an absolute, definitive, and correct analysis of their ancestry. But it’s a bit like expecting a ma...

Did you know that the language of flowers is not universal? We don’t mean the scientific classification or the Latin name, but rather the cultural implications. If you include florals in your marketing images for international content, be sure to consider them to avoid offending or off-putting intended audiences. This extends from the symbolism attached to specific flowers to even, in some markets, the color or number of individual blooms – there may be hidden implications.

CSA Research is preparing to release reports for pricing strategies within the localization industry. We have analyzed current translation pricing models – the structure used for quantifying work, not the amount charged for it – and examined alternatives. We then evaluated what has happened in unrelated industries where technology advances and shifts in customer expectations led to change.

Buyers of language services often focus too closely on their immediate translation and interpreting needs, missing the wider picture – the underlying knowledge that allows the delivery of written and spoken content in multiple languages. But why should buyers and providers care about this short-sightedness?

Last week, CSA Research was in Estoril: a beautiful location in Portugal for this year’s European LocWorld conference. This meet-up of buyers of language services and technology, LSPs, and technology vendors is an opportunity to share ideas and challenges, learn about inventive changes – such as through the Process Innovation Challenge, a sort of a Dragon’s Den for the localization industry - capture information, and to catch up with friends, old and new.