Event organisers urged to improve translation impact metrics

New research commissioned by multilingual event technology provider Interprefy has revealed that event organisers need to improve how they measure the impact of live translation services.

The study surveyed 1,000 decision-makers from multinational companies across ten countries, focusing on events, marketing, and project management. It identified three main methods professionals currently use to assess Remote Simultaneous Interpretation (RSI) and live translation services: translation accuracy, increased attendee engagement, and growth in multilingual attendance.

According to the research findings, 58% of respondents highlighted translation accuracy as the primary factor in assessing quality and effectiveness. Additionally, 54% pointed out increased attendee engagement as a key measure, reflecting the importance of accurate translations in facilitating audience participation. Meanwhile, 45% recognised the role of high-quality live translations in attracting a more diverse audience.

Despite these insights, there remains a concern that event organisers may not be doing enough to measure translation services' full impact. Although professional interpreters have traditionally been valued for their language expertise, the emergence of AI-powered translation tools has set new expectations in the field.

Oddmund Braaten, CEO of Interprefy, commented on the findings: "Translation accuracy is just the starting point of a great and inclusive event. The real question event professionals should ask is: how well do live translations facilitate understanding, engagement and critical decision-making?"

The research indicated that one in five event planners noted faster decision-making at events with RSI, yet many organisers do not systematically track this impact. Faster decision-making suggests that well-executed RSI services enhance communication, making discussions more productive and reducing miscommunication and delays.

Beyond enhancing engagement, effective translation technology can also influence an event's reputation. With global audiences expecting polished digital experiences, outdated translation tools can undermine credibility and deter attendees.

Braaten further stressed the significance of the quality and user-friendliness of translation services: "Event organisers must think beyond just providing only translation; they must ensure it is effective, seamless and user-friendly. Poor translation quality frustrates audiences and can damage an organisation's reputation. Just as outdated software drives finance professionals away, clunky or inaccurate live translation services will alienate multilingual attendees."

The study also emphasised the need for flexibility in translation services, particularly as hybrid and digital-first event models become prevalent. High-quality, real-time translations across multiple platforms are increasingly crucial.

Interprefy's research pointed out that younger, tech-savvy professionals are increasingly looking for instant, AI-assisted solutions. Events that fail to meet these expectations risk losing their international appeal, as digital-first models become the standard. Failure to modernise could lead to diminished engagement, lower attendance, and reduced multilingual audience participation.

"Live translation services are no longer just a 'nice-to-have'; they are a necessity in today's interconnected world. Event organisers who take translation measurement seriously will stand out, attract wider audiences, and ensure their events remain engaging and accessible to all," concluded Braaten.