Event Organizers Must Deepen Assessment of Live Translation Impact, Study Finds
Event organizers need to expand their methods for measuring the impact of live translation services, according to new research. The study, commissioned by Interprefy, a provider of multilingual event technology, highlights this as a key area for improvement.
The research surveyed 1,000 decision-makers in events, marketing, and project management across international companies in 10 countries. The study identified the top three metrics currently used to evaluate Remote Simultaneous Interpretation (RSI) and live translation services:
- Translation accuracy (58%) – Considered the primary factor when assessing quality and effectiveness.
- Increased attendee engagement (54%) – Reflecting the role of accurate translations in boosting audience participation.
- Growth in multi-lingual attendance (45%) – Showing that high-quality live translations attract a more diverse audience.
While these findings affirm the importance of accurate translations, the study raises concerns about the scope of current evaluation methods. Professional interpreters are valued for their deep understanding of language nuances, ensuring that the message is not lost in translation. The rise of AI-powered translation tools has added to the expectations in this area.
“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?”
Oddmund Braaten, CEO at Interprefy, emphasized that event organizers should measure more than accuracy. The study revealed that one in five (20%) of event planners reported faster decision-making at events using RSI, yet many do not track this impact systematically. Faster decision-making is a clear indicator that well-executed RSI services substantially improve communication flow.
Beyond boosting engagement, translation technology also directly impacts an event’s reputation. According to Braaten, event organizers must not just provide translation but ensure it is effective, seamless, and user-friendly. Poor translation quality frustrates audiences and can damage an organization’s reputation. Furthermore, as digital-first models become the norm, translation services must keep pace, ensuring real-time accuracy and accessibility. Failure to modernize could lead to dwindling engagement, lower attendance, and reduced multi-lingual audience participation. The study also highlighted the need for increased flexibility in translation services, especially as businesses embrace hybrid and digital-first event models, and younger, tech-savvy professionals expect instant, AI-assisted solutions.
“Live translation services are no longer just a ‘nice-to-have’, as 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,” Braaten concluded. The full research results are published in a report titled ‘Global businesses and live translation: an Interprefy report investigating how and why business event organisers use live translation services.’
