We've detected that Javascript is not enabled. It is required for an optimal survey taking experience.
Please check your browser's settings and make sure Javascript is turned on. Learn how to enable Javascript.

Skip survey header

Transcreation Tools and Trends

This survey is intended primarily for localization program managers and language quality leads who are serious about transcreation and marketing translations at scale.

Please complete before December 1.

The idea is to understand how transcreation evolves with machine translation post-editing eating up an increasing share of the human translations. We want to align definitions of transcreation, compare evaluation methods, understand what's missing in terms of software, find out whether the demand is growing or dropping. Results are open, you get an email with the link after you complete the questionnaire. Let's help each other and the industry!

Authors: Max Lobanov (Google) and Konstantin Dranch (Custom.MT).

1. What best defines your role? *This question is required.

Please enter an 'other' value for this selection.

2. Definitions. In your view, what is ..

	..transcreation?
	..marketing translation?

3. What do you transcreate (as opposed to "regular" human translation)?

Slogans and taglines
Media advertising banners
Product names
Pay-per-click ads: Google AdWords and Social Media campaigns
Product descriptions
Other - Write In One Per Line (Required) Please enter an 'other' value for this selection. * This question is required.
Other - Write In One Per Line (Required) Please enter an 'other' value for this selection. * This question is required.
Other - Write In One Per Line (Required) Please enter an 'other' value for this selection. * This question is required.

4. What types of content do you translate as part of marketing translations (as opposed to "standard" human translation)?

5. Approximately what % of your annual localization budget/revenue is responsible for.. ?

100

Transcreation

Marketing translation

6. Has the share of transcreation and marketing translations in your budget/revenue increased since 2016, given the advent of machine translation?

Space Cell	Decreased	Stayed the same	Increased slightly (by 1-9% percentage points of the annual budget)	Increased moderately (by 10-19% of the total budget)	Increased significantly (by 20-29% or more of the total budget)	Increased drastically (by 30% or more of the total budget)
Transcreation	Transcreation: Decreased	Transcreation: Stayed the same	Transcreation: Increased slightly (by 1-9% percentage points of the annual budget)	Transcreation: Increased moderately (by 10-19% of the total budget)	Transcreation: Increased significantly (by 20-29% or more of the total budget)	Transcreation: Increased drastically (by 30% or more of the total budget)
Marketing translation	Marketing translation: Decreased	Marketing translation: Stayed the same	Marketing translation: Increased slightly (by 1-9% percentage points of the annual budget)	Marketing translation: Increased moderately (by 10-19% of the total budget)	Marketing translation: Increased significantly (by 20-29% or more of the total budget)	Marketing translation: Increased drastically (by 30% or more of the total budget)

7. How do you pay for transcreation and marketing translation?

Space Cell	Per hour, same rate as human translation for other domains	Per hour, more expensive than human translation for other domains	Per word, same as human translation for other domains	Per word, slightly more expensive than human translation for other domains, for example, +20%	Per word, significantly more expensive than human translation for other domains, from +21 to +100%	Per word, several times more expensive than human translation for other domains	Revenue share / per conversion	Other
Marketing translation	Marketing translation: Per hour, same rate as human translation for other domains	Marketing translation: Per hour, more expensive than human translation for other domains	Marketing translation: Per word, same as human translation for other domains	Marketing translation: Per word, slightly more expensive than human translation for other domains, for example, +20%	Marketing translation: Per word, significantly more expensive than human translation for other domains, from +21 to +100%	Marketing translation: Per word, several times more expensive than human translation for other domains	Marketing translation: Revenue share / per conversion	Marketing translation: Other
Transcreation	Transcreation: Per hour, same rate as human translation for other domains	Transcreation: Per hour, more expensive than human translation for other domains	Transcreation: Per word, same as human translation for other domains	Transcreation: Per word, slightly more expensive than human translation for other domains, for example, +20%	Transcreation: Per word, significantly more expensive than human translation for other domains, from +21 to +100%	Transcreation: Per word, several times more expensive than human translation for other domains	Transcreation: Revenue share / per conversion	Transcreation: Other

8. Do you use minimum fees, for example, one hour?

	for transcreation
	for marketing translation

9. What's the average daily throughput, in words?

	for transcreation
	for marketing translation

10. What tool do you use for transcreation?

Please enter an 'other' value for this selection.

11. What tool do you use for marketing translations?

Please enter an 'other' value for this selection.

12. How happy are you with your current transcreation setup?

Space Cell	Needs fixing now!	Poor, but there are other priorities	So-so	Works well, I'm happy	Shining example of awesomeness
Tools	Tools: Needs fixing now!	Tools: Poor, but there are other priorities	Tools: So-so	Tools: Works well, I'm happy	Tools: Shining example of awesomeness
Quality evaluation	Quality evaluation: Needs fixing now!	Quality evaluation: Poor, but there are other priorities	Quality evaluation: So-so	Quality evaluation: Works well, I'm happy	Quality evaluation: Shining example of awesomeness
Pricing	Pricing: Needs fixing now!	Pricing: Poor, but there are other priorities	Pricing: So-so	Pricing: Works well, I'm happy	Pricing: Shining example of awesomeness
Results	Results: Needs fixing now!	Results: Poor, but there are other priorities	Results: So-so	Results: Works well, I'm happy	Results: Shining example of awesomeness

13. What are you planning to change in the process in the next 6 months?

14. Which new tools would you like to have for transcreation work?
What needs to be developed?

15. What's the size of your group's translation and localization effort (budget/revenue)?

16. If you'd like to receive a summary, please leave your work email below. This question requires a valid email address.