“Ladino is more than a language – it’s a travel agency.” I heard that statement 25 years ago when conducting my doctoral fieldwork among speakers of Judeo-Spanish (also known as Ladino), a dying dialect of Spanish spoken by descendants of the Jews who were exiled from Spain in 1492. Through my observations and conversations in the field that year, I saw how language could connect people across time and space. I looked at what people did through language: how they expressed their repertoire of identities, connected to their roots and each other, created shared experiences, and made sense of their past and present.
As owner of Multilingual Connections, a Chicago-based agency that supports global research through translation, transcription, and bilingual moderation, that understanding of the power of language guides our work as we help our clients connect with their global customers. We understand that language is not just a tool for communication but a bridge to deeper emotional and cultural understanding.
At IIEX Austin, I had the privilege of presenting alongside Kristian Aloma from Threadline about a project we supported on the concept of luxury and wellness across seven global markets. The project involved translation of guides and stimuli and bilingual moderation of interviews with ultra-high net worth individuals from the Kingdom of Saudi Arabia, United Arab Emirates, Kuwait, Egypt, Qatar, India and China.
Here are some highlights of our conversation:
Understanding Cultures in Context
Kristian highlighted the significance of understanding cultural contexts through his diverse Caribbean heritage, which includes Jamaican, Cuban, Lebanese, and Scottish roots. His personal anecdotes, such as childhood memories tied to McDonald’s outings with his grandparents, illustrated how cultural experiences shape perceptions and connections. These experiences underscore the necessity of appreciating cultural nuances in global research to capture authentic and meaningful insights.
Code-Switching for Greater Nuance
Jill shared that as she spent time with Ladino speakers, she observed how they seamlessly switched between languages, often within the same conversation and even the same sentence. This metaphorical code-switching allowed them to express greater nuance and enact elements from their repertoire of identities. She referenced an exercise she did with her global team, where she asked them their thoughts on how their personalities change in translation. One of her Turkish employees shared the following:
For the longest time, I could express my emotions and thoughts in English way better, and I have always been more “optimistic” in English. Now, I express things much better in Turkish, and it’s much easier to joke around. The moment my subconscious is aware that the person across from me speaks English, I switch to a mixed code of languages.
Kristian noted the value of bilingual moderators and referenced our Hindi moderator, who intuitively switched between Hindi and English during interviews. This flexibility allowed participants to express deeper insights and emotions, highlighting the importance of linguistic and cultural expertise in research moderation.
Not Just What People Say – What They Mean
In translation services for global research, it’s essential to understand not just what participants say but what they truly mean. And that goes beyond linguistic accuracy. It requires cultural insiders who can capture the true essence of participants’ stories and experiences. By appreciating and leveraging the emotional and cultural nuances of language, we can create richer, more meaningful connections with global audiences.
