Use of Interpretation is Increasing for Corporate Sales and Marketing Professionals

Posted on

June 17, 2022

This is part 2 of a 4 part blog series summarizing key findings from the recently published research report “2022 State of Multilingual Collaboration”. The study was completed by Dimensional Research with 203 marketing and sales professionals who manage meetings and events for companies with more than 500 employees. The focus was on how translation and interpretation is used to help improve the experience and outcomes for multilingual meetings and events.

95% of respondents have used translation and interpretation services at some of their events - but 42% have limited to no experience. Marketing (64%) teams have used interpretation more often than their Sales counterparts (48%).

76% of respondents report their use of event translation is increasing, reflecting the increased number of event attendees who speak a different primary language.

79% of sales and marketing professionals have used translation for in-person events; 61% for virtual events; and 47% for hybrid events.

Meeting Interpretation

Translation vs. Interpretation

There is no uniform agreement on the use of the term interpretation vs translation. While interpretation refers to converting audio from one language into another - and translation refers to converting text from one language into another - the terms are often used interchangeably.

The survey included the following question: Conferences and events often provide language support for attendees that do not speak the main event language, by providing real-time audio or captions of the speaker into the language of the attendee. What word would you personally use to describe these types of services?

  • 57% selected Translation
  • 42% selected Interpretation
  • 1% were not sure

This is why we often use both terms on our website and in our marketing materials in order to ensure we can meet the needs of the broader market.

In the next blog post in this special series we will reveal data on the barriers to offering interpretation and translation at corporate meetings and events. If you don’t want to wait for the post, you can read the full report.

To learn more about Wordly AI and schedule a personal demo, visit Request a Demo.

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