Translation Quality Assurance: A Must-Have for Linguistic Perfection
The translation quality assurance process should be invisible. If done correctly, the content’s final audience shouldn’t be aware of its presence at all. Translation quality assurance is a process that works in the background to ensure that content is error-free, retaining its meaning and impact, as it transitions from one language to another. That may well mean making changes to reflect the traditions, politics, or trends of another culture or country.
Why is this so important? Well, in short, issues can arise in any content that isn’t thoroughly checked for quality. For example, a brand’s message could be seriously diluted or worded in a really off-putting way, or inaccurate information could lurk in the translated material. All of this can undermine a business’s attempts to advertise in a new region.
Stick with us as we take a look at the entire translation quality assurance process, learning about some classic pitfalls that need keeping in mind, and why every single element of the system is vital.
Translation quality assurance is a tricky business
Translation sounds simple, right? Just switch from one language to another — a few quick word replacements and you’re golden. Ah, if only it were that easy!
Before we even get into the nitty-gritty of why translation quality assurance is a tricky business, it’s important to note the innate subjectiveness of language itself — not to mention that ‘quality’ is subjective and means something different to everyone, too. It’s not unusual for colleagues within the same team to disagree, so it becomes even more of a slippery fish to grasp when you’re writing across linguistic borders.
But it’s no help to anyone to declare a task ‘difficult’ and leave it at that. Why exactly is translation quality assurance so challenging?
There's no translation textbook
It can be hard to figure out how to ensure the translated content matches the client’s brief — there’s no one-stop-shop reference book or glossary for the translation process. Hitting the nail on the head with the first draft is a challenge.
Everyone will translate things a little differently, every client is going to want something unique, and everyone has their own unique experience with language — both academically and personally. Since translation is far more than just a one-to-one replacement, every individual situation needs to be handled… well, individually!
And if the translations themselves will always differ a little, you can see why translation quality assurance would have the same effect. Extra care needs to go into picking through the words, separating genuine subjective decisions from actual inaccuracies.
Watching out for cultural and other references that may need changing
It’s not just specific meanings that can cause a translation nightmare; the translator will need to watch out for other — often subtle — linguistic references, which need altering without compromising the content of the message.
These could be anything from TV references to national celebrations to popular snacks, and include keeping a close eye on cultural sensitivities that need to be taken on board.
Problems with specific meanings
Sometimes, the source text’s original meaning can be lost or skewed in translation, especially if these needs aren’t clearly communicated. A translated word or phrase may be technically correct, but could carry a new connotation that’s not exactly what the client had in mind.
This is where a professional linguist is gold dust: someone who has an in-depth understanding of the region’s culture, politics, and social makeup.
Of course, different languages can vary wildly in format and meaning, but even regional variations of the same language can differ. In most French dialects, you might say ‘de rien’ (you’re welcome) after someone thanks you — except in Quebec, where you might say ‘bienvenue’ instead. That surely can’t be too big of an issue since it’s just one little word, right?
Well, ‘bienvenue’ is also how you say ‘welcome’ (as in, ‘welcome to my home’) in both standard and Quebec French. If it wasn’t clear which ‘bienvenue’ you meant, translating a Québécois ad into English could lead to something like ‘you’re welcome to our shop’, rather than just ‘welcome to’ — which sort of sounds like you’re inviting people to take it from you!
This is where translation quality assurance picks up on things, making sure it’s all the right way around before it goes to print.
Errors in the source material
Things get even more tricky when the original source material contains inaccuracies. A few rogue typos, some grammatical errors, or factual mistakes can wreak havoc, and being mindful of this risk is an important part of translation quality assurance.
A skilled linguist is often able to identify problems or inconsistencies in the source material so they can be resolved by the client at the beginning of the process, rather than these errors only becoming apparent once the client has the first draft copy in their hands — not the ideal situation!
The translation quality control process in action
Now that we know how things can go wrong, it’s about time we learnt how they can go right!
When it comes to translation, it’s not just the message that needs to be accurately conveyed, but also the tone and overarching ‘feel’ of the content. The translation quality assurance process is designed to make sure that not only is the translated copy correct and accurate, it will also strike exactly the right note with its audience.
Although agencies and individuals may handle things differently sometimes, most will stick to the same basic process. Here’s how that looks in action!
Step 1. Checking the source copy
First off, it’s absolutely vital that the client checks the source copy. As we mentioned above, errors in the originating material can undermine the entire process, something that is likely to be costly on every level — not least on the time front.
If errors in the source material aren’t spotted by the client at this stage, they could well receive a final result they’re dissatisfied with. Linguistic experts are able to pick up common technical mistakes, but they’re not going to notice if a sentiment or word choice from the original just doesn’t match the client’s vision.
So, the process begins by asking the client to go through the source content with a fine-tooth comb, looking for any inaccuracies in spelling, grammar, sentence structure, and word order that could affect the quality and accuracy of the final translation. They should also check through for any informational errors concerning, for example, their product or service.
Step 2. Receiving style and tone of voice guides from the client
Next, the client provides guidelines and details for the preferred style, tone, and voice. This sometimes includes a few examples of previously completed translations. The linguist will use this guide as a framework to ensure the final result is in line with the client’s vision. For example, a client may need a very specific word or term to be used in the translation, even though legitimate alternatives exist. If the linguist has these details, they’ve got the best chance of getting it right first try!
For the translation to be as accurate as possible in terms of content, tone, and structure, the linguist needs to know who they’re addressing — i.e. the intended audience — and why. The more details the client can provide on this score, the better the final result will be. The translation quality assurance process plays a vital part in this, ensuring that the content is translated with the target market in mind, focused on their needs, interests, lived experiences, and any problems they may face. This means the message gets through, no matter how far across the globe it’s going.
Step 3. Working on the text
At this point, the professional linguist stretches their back, cracks their knuckles, and gets down to the translation work itself.
This is where all of the information the client provided comes into play. Our linguist will use it to work out how to frame the content in such a way that the original message is preserved and conveyed as powerfully as in the source text.
They’ll take account of any regional dialect present, as well as cultural considerations that need amending. They’ll consider everything from local slang to natural-sounding sentence structure, all to make sure the translated copy reads as well as the original version.
But there are a lot of crags and cracks on the way up translation mountain. Take punctuation, for example: comma placement can fundamentally affect the meaning of a sentence, and different languages use punctuation in different ways. In Greek, semicolons are used as question marks! It’s this sort of regional linguistic expertise that is so important in translation quality assurance — a small thing that can make a huge difference to the success of the final translated text.
The use of sarcasm (and humour in general) is another classic example, and one that could easily cause major problems in the translation process. Humour is typically hard to translate across linguistic borders and, if not done quite right, can result in confusion or offence for the final reader. Again, this is where the expertise of our professional linguist comes into its own.
Step 4. Proofreading the translations
Once the translation has been completed, the next part of translation quality assurance is carefully proofreading the translated text. In most cases, this is done by a professional native proofreader, and will entail an element of back-and-forth between themselves and the linguist, making alterations as necessary.
As well as checking for typos, grammatical slip-ups, and mistranslated elements, this proofreader also acts as a safety net for things like the use of correct currency and measurement formats, and ensures the text reads as well as the source material.
The most common translation errors occur when there’s no equivalent between the original source and the target language. Some words just can’t be completely and accurately translated into another, either because the target language has no one term that matches, or because the concept is too broad in the source compared to the target. A great example is the Norwegian word ‘utepils’, which residents of Norway use to describe the wonderful feeling of sitting outside in the sunshine with a glass of beer in one’s hand. A native proofreader will keep an eye out for words and phrases like this and ensure the ‘feeling’ has been authentically conveyed — even if it takes more or less words than the original.
Step 5. Finishing the checks before sending to the client
The translation quality assurance process isn’t quite over! Before sending the translated text to the client, the agency or project manager takes a thorough look through the content for any formatting errors or obvious textual inconsistencies.
This is usually the final check before the document is sent to the client, so it’s an important stage indeed; if even a single minor formatting issue gets picked up at this point, it’s an error that the client won’t have to deal with later on.
A fundamental part of translation quality assurance is putting multiple layers of checks and double-checks in place. With a translation, the scope for inaccuracies to slip through the net is far higher than writing and proofreading in the original language. Translation quality assurance mitigates this.
Step 6. Checking and approval by the client
The moment has come! The content is now sent to the client. This final check is usually undertaken in one of two ways: either a native proofreader on the client’s side will look through the text, or the client will ask the agency to take care of this side of things, too.
The client may be tempted to assign this task (or other parts of the translation quality assurance process) to a bilingual colleague, but this is likely to yield imperfect results. Being bilingual isn’t the same as being a professional linguist; the latter has a deeper knowledge of the language’s subtleties and intricacies, and often a comprehensive understanding of the target country’s culture, traditions, and socio-political landscape.
Given the many hidden perils of translation, relying on a bilingual colleague to undertake any part of the translation process is risky business!
Once this stage is complete and the client is happy with the finished content, the work can be signed off on, and our professional linguists can pat themselves on the back for a job well done.
Effective translation quality assurance means better business
Now you know a little more about translation quality assurance, we hope you can see why it’s so important for any business wanting to reach audiences across linguistic borders.
The bottom line is that translated content will only be effective if it’s error-free in every sense. Like any text, it needs to be checked thoroughly for spelling, grammar, and structure, but it also needs to retain the tone and style of the source material, reflecting cultural, regional, and linguistic particularities so that it hits home — and doesn’t cause confusion or offence.
Here at ZippyLingo, translation quality assurance is one of the things we love to do best! We’re passionate about making the entire translation process less stressful, and our friendly, happy team of linguistic experts can conjure beautiful, error-free content from any source material you need translating. We make sure that authenticity and tone are preserved and positioned perfectly to engage your audience — no matter where they’re from.
Whether you’re looking for expert, native-level proofreading, or you fancy outsourcing your entire localisation goals, come say hi to ZippyLingo, and let’s chat about how we can help you!
