Transcription Guide

1. Tagging Speakers How to Tag

In case of DI - Direct Interview or Depth Interview (normally only 2 people speaking) M: Moderator the person who is interviewing. R: Respondent the person answering the interviews Example:

M: What is your name?

R: My name is Ram.

In case of FGD – Focus Group Discussion, EGD – Extended Group Discussion (normally 1 moderator and 8-10 people speaking) M: Moderator the person who is interviewing. R: Respondent the person answering the interviews R: Respondent the person answering the interviews R: Respondent the person answering the interviews Example:

M: Can you all please introduce yourselves? R: My name is Ram.

R: My name is Shyam.

R: My name is Raghav.

If there is an audio which is a family interaction (meaning a Father and daughter) are interviewed or a (Husband and Wife) are interviewed. Please differentiate them by H: Husband, W: Wife, MO: Mother, D: Daughter, F: Father etc. Example:

M: Can you all please introduce yourselves? W: My name is Radha.

H: My name is Shyam. or MO: My name is Pushpa and she is my Daughter.

D: Hello! I am Smita and I am studying in 5th standard.

2. Formatting

Please put all said by M: in BOLD and R: in normal. Example:

M: What is your name?

R: My name is Ram.

3. Language

3.1 Regional Language: Hindi, Marathi, Tamil, Telugu, Malayalam, Kannada, Bengali, Odiya, Punjabi, Assamese etc.

If they are talking in Hindi (or any other regional language), then you translate that in your mind and get it right. You can’t go word to word because then in English it won’t make sense. You will listen to it, translate it in your mind and then put it on paper, so that it makes sense when we read the transcript. But you will in the bargain also not SKIP; DELETE any data, even if you find it irrelevant.

(In other words)

When translating from any Hindi or any other Regional Language into English, please take care to translate the spirit of the sentence. A literal translation often loses the context in which the statement was made.

3.2 ENGLISH If the Moderator and Respondents are talking in English and if its right grammar you have to go word to word as they say.

Example:

M: What is your name?

R: My name is Raghav and I stay in Mumbai. I am basically from Tamilnadu but since my job location was Mumbai, I had to shift here.

3.3 If they are talking in English and using the wrong grammar then you need to frame the sentences your way and correct it.

WRONG

M: What is your name?

R: My name is Raghav and from Tamilnadu but job location Mumbai, so came here.

CORRECT

M: What is your name?

R: My name is Raghav and I stay in Mumbai. I am basically from Tamilnadu but since my job location was Mumbai, I had to shift here.

4. Unclear speech

4.1 Inaudible

if you can’t make out a word put [inaudible 06:46] Lets say the word came at 6 minutes and 46 seconds of the audio.

But ensure that you do not put a lot of [inaudible] in your file because that beats the whole purpose of transcription, keep inaudible to the minimal. Only put [inaudible + time stamp] where you feel it was something important and you could not understand the word.

4.2 Multiple Speakers Like in a group discussion where a lot of times two speakers talk over each other, transcribe

the speech of the speaker that is significantly louder and clearer.

If there is not an obvious choice or both are equally loud or clear, transcribe both.

If a lot of people speak together like in a Group Discussion and you can’t make out what’s said

put [multiple speakers 05:45] Lets say the word came at 5 minutes and 45 seconds of the

audio.

But ensure that you do not put a lot of [multiple speakers] in your file because that beats the whole

purpose of transcription, keep multiple speakers to the minimal. It’s bound to happen in GD’s, try

and figure out if you can make their answers out, if you are able to make out what they said

although in bits and pieces, frame it correctly and put it.

If you could not make out because it was all overlapping, please do not put [multiple speakers +

time stamp], wait for a while, the respondents would settle down and start answering one by one,

its then that you start transcribing.

4.3 Interruptions Please also indicate interruptions in conversation with a symbol. We generally use a series of dots (……..) to denote that the respondent was cut short mid-sentence by another person (who is also present in the interview). Example

M: Okay can you now please tell me what did you like about this product?

R: I like the feel, it’s so smooth. Once we shave…

R: I like the compact design of this product.

4.4 Incomplete sentences At a lot of times the speaker might leave a sentence incomplete, at such times please complete the sentence because you would know what he meant to imply. You can easily know this since you are transcribing and are completely aware of the context of the discussion. Example Wrong

M: What do you think about this?

R: I think I would use it, once it comes to the ….

Correct

M: What do you think about this?

R: I think I would use it, once it comes to the market.

4.5 When someone is saying “And I prefer this to this one” you must name what they are referring to. eg “And I prefer this [Ariel] to this [Surf]” 4.6 Do not transcribe Erm’s (hesitations)etc. 4.7 There is no need to translate speech that is not relevant eg NOT [child enters] “Mummy is tea ready yet” 4.8 If there is an action being seen/done/shown in the audio or video that is not being described by speech, put that action in [ ] and describe it, eg [puts food into oven] [drops spoon] [gets into car] Or you can use defaults like this [inactivity] [reads label] [Struggles to open pack with one hand] [surprised] [unpacks shopping] [puts dishes in the dishwasher]

5. Advertisement’s or Concepts shown

5.1 If there is an ADVERTISEMENT PLAYED for the respondents please mention [Advertisement Being Played and the context of the advertisement + time stamp] Example:

WRONG

[add being played from 6:30 – 7:14].

CORRECT

[add of LIRIL being played from 6:30 – 7:14].

5.2 But when the Moderator is reading a concept please transcribe it in your transcript. Example:

WRONG

Concept A: We present… [Moderator or respondent are reading the concept from 9:45 – 10:16]

CORRECT

Concept A: We present the new Coconut – Olive hair conditioner, the Coconut in the oil gives a

rich shine to the hair while the Olive helps the hair grow and provides natural nourishment. It’s

actually a double action oil which conditions as well as nourishes. [Moderator or respondent

are reading the concept from 9:45 – 10:16]

even if you find it unreasonable or unwanted. The basic aim of our work is to get the spoken word on PAPER, so try your level best to include everything. 6.2 Jargon.

People often have their own set of job-specific vocabulary terms that may not be words used by the general population.

6. Data to be captured

6.1 Summarizing Please do not summarize any data, get all what is said if your transcript. Example: Wrong

M: Okay can you please tell me more about yourself?

R: Yes I am Ram and from Mumbai, working in an IT company, I like reading books, novels of

J.K Rowling..

CORRECT

M: Okay can you please tell me more about yourself?

R: Yes my name is Ram and I live in Mumbai, I am currently working in an IT company call WestBridge, we

offer IT support to US companies.

M: Great! Can you please tell me about your hobbies?

R: Yes I like reading novels, especially fiction.

M: okay who is your favorite author?

R: I like reading books written by J.K Rowling, Mona Simpson and others.

6.2 Jargon Words that are used frequently should be added to the transcript. Google them first to confirm spelling and definitions if possible/necessary.

Examples: teleunderwriting, preassessment, superfund

Still if you can’t make out, put [respondent using a subject matter expert word which I was unable to understand 06:46] 6.3 Repetition Please transcribe everything that is spoken, please do not leave anything even if it is repeated. Example Wrong

M: Can you please tell me a bit about yourself?

R: Yes, I am Raghav and I am working in an IT company, it’s based out of South Bangalore.

Correct

M: Can you please tell me a bit about yourself?

R: Yes, I am Raghav and I am working in an IT company, this IT Company where I work is based in

Bangalore. In fact it’s based in South – Bangalore to be precise.

6.3 Mispronounced Words

Sometimes speakers make up words and mispronounce things. These words should be assessed for transcription on a case-by-case basis.

If they still sound very much like the correct word except for a slightly distorted vowel or consonant (such as from a non-native speaker), then type the word as it would normally be spelled – do not change transcription to reflect differences in pronunciation.

Examples: WRONG

M: Which school did you study in?

R: I studied in Carginal Gracy School; it is one of the best schools in Mumbai where the best of the

entreprenuirs come from.

CORRECT

M: Which school did you study in?

R: I studied in Cardinal Gracious School; it is one of the best schools in Mumbai where the best of

the entrepreneurs come from.

6.4 Local words A lot of times speakers will add local words and phrases. Please transcribe them while you use the right word for that also. Example: WRONG

M: What is that one thing you do not like about this product?

R: I do not like you know the stickiness; it’s so sticky that when you cook something in it, it would

seem to be inedible

CORRECT

M: What is that one thing you do not like about this product?

R: I do not like you know the stickiness (chipchipa pan), it’s so sticky (chip chipa) that when you

cook something in it, it would seem to be inedible.

But ensure that you do not put a lot of such words, only words specific to the product or context of

the discussion should be put. Like if the study is about biscuits and they are using local terminology

to describe the biscuits use it.

6.5 Striking Emotions

Please also mention in brackets any striking emotions that we should know about. For eg, if someone laughs loudly at a question or comment, or when someone is tired or heaving a sigh, etc, please do mention these in brackets.

Example

M: What do you think about the colour of this car?

R: I really find the colour to be very aggressive; it’s like that Cherry Red which I really do not like

(Seriously).

R: Oh on the contrary I loved the colour (laughs).

But ensure that you do not put a lot of such words, only emotions specific to the product or context of

the discussion should be put. Like if the study is about biscuits and if you find that while discussing

about the product the emotions would play a descriptive or a distinct role mention it.

6.6 Brand Names

Please GOOGLE search for Brand names you might not be sure of. Especially products like alcohol, cigarettes etc. If you listen closely to the brand name and then Google for it you are sure to get the right spelling.

Still if you can’t make out, put [respondent mentioning a Brand Name which I was unable to understand 06:46]

7. Punctuation Please use the right PUNCTUATION marks. Capitalize each sentence. Capitalize Proper Nouns. Place commas, full stops, question marks, exclamation marks wherever needed.

Example WRONG

M: What is your name

R: my name is ram

CORRECT

M: What is your name?

R: My name is Ram.

8. Quality Check

Before you submit your work please run a final round of QC (Quality Check) through it. The ideal way to go about this would be to start the AUDIO once again and go through your WORD file while listening to it, while doing so please check the transcript data wise, punctuation wise, spelling wise.

9. FAQ’s - Some frequently asked questions:

Q1: Do I need to transcribe fillers like “Yeah - Yeah, You see – You see, I think – I think, You know - You know and all? Answer: Absolutely not, you can just leave them. But ensure that they are fillers and not a part of the questions or answers. Q2: In a GD – Group Discussion, a question is asked and 5-6 of the respondents start speaking all together, do I put [multiple speakers + time-stamp] at such times? Answer: No you should not, wait for some time, they will then settle down and start speaking one-by-one and you can then transcribe. But let’s say they all spoke together – please listen to the audio a couple of times and if you can decipher what some of them were saying, please frame it properly and put it in your transcript. If you could not make out what the others were saying you can simple ignore it, since they were speaking together, you don’t have to mention a multiple speaker at such times. Q3: The respondent was mentioning a place, the name of the place was not audible correctly, do I put an [inaudible + time-stamp] at such places? Answer: You can take a wild guess and write that down and besides it put [not sure of the exact place + time-stamp], but say you still do not understand please mention an [inaudible + time-stamp], the reviewing team at our end will look at deciphering it at our end. Q4: Can you help us with a document a kind of guide for the audios we are transcribing; this will help us make our transcripts better, since we will then know what are they talking about? Answer: Yes we normally ask our clients to send us DG’s – Discussion Guides for each project, the DG comprises of the flow of the discussion, the concepts which are discussed and the products which are discussed. We will surely try and take as many DG’s from our clients and pass them to you. But at times our clients can’t send us the DG’s, at such times you will need to manage without the DG’s. Q5: At times the moderators discuss amongst themselves, what do we do at such times? Answer: If the discussion which the moderators are doing is relevant to the topic please transcribe it. But let’s say if the discussion has nothing to do with the topic, you can safely ignore it. And remember to mention [Moderators discussing amongst themselves from 06:36 – 10:46]. Q6: At times an activity is given to the respondents and they are discussing amongst themselves, do I need to transcribe it? Answer: No, while they are doing the activity the respondents are bound to discuss, you can safely ignore it, but do remember to mention [Activity done by respondents from 06:36 – 10:46]. Q.7: The audios that we get are noisy, can we get clearer audios? Answer: We always request our client’s to record it in a professional manner, but at times the interviews are conducted out-side shops, on roads, in malls or restaurants, this is study specific. At such times we can’t help it; otherwise we always try our best to take up clear professionally recorded audios from our client’s.

Q8: How can Express Scribe help me? Answer: It’s an audio player especially designed for Transcriptions. In Express Scribe you can save time by STOPPING, PLAYING, REWINDING or FORWARDING with the help of Function Buttons like (F4, F7, F8 and F9), this helps you save time by avoiding toggling between the Word File and the Audio Player. We have seen that normally if a person is able to transcribe 15 minutes of audio in 2 hours, when on Express Scribe he is able to transcribe 22 minutes of audio. Q9: The respondent was a subject matter expert and was using very technical words, what should I do? Answer: You can Google the words out, we are sure you would find the words he was using. If still you feel you could not make out what the respondent said, put [subject matter jargon inaudible 06:54], the reviewing team at our end will look at deciphering it at our end. Q10: The respondent was answering and in between the Moderator kept on saying (Yes, - Yes, I see, Great, Okay-Okay), should I break the sentences and put (Yes, - Yes, I see, Great, Okay-Okay) in between and then continue? Answer: No please do not break the flow of the transcript; you can safely ignore them since they were just fillers. Q11. The moderator kept asking the same question time and again, although in different manners, can I just ignore them? Answer: No, please transcribe them. The moderator is doing it for a reason – may be he feels the respondent is shy, or may be not saying the complete truth etc. See it’s the Moderator’s duty to dig out all the information and that’s the reason why he is asking the same questions repeatedly. Please transcribe them all, please do not skip any data – even if it’s repeated “x” times. Q12: At times a question is asked and the respondent doesn’t answer, do I just ignore it and jump to the next question? Answer: In such cases please mention [Respondent did not answer this question + time stamp] and move ahead, if you simply move ahead while we are reading your transcript it would seem as you have missed data at that point of the audio, so better put in [Respondent did not answer this question + time stamp]. Q13: Do I really need to put all the punctuation marks? Like a question mark after the questions, commas, full stops after each statement? Answer: Yes it is essential; otherwise the whole essence of the transcript is lost. Q14: Can I leave or shorten the introduction bit? Answer: No you will need to transcribe it. Q15: I am not sure which company name did the moderator say he/she represented, what do I do? Answer: You can ask that out to the PM – Project Manager who has given you the audio. Q16: If an audio is bad and I feel I am not doing justice to it, what should I do? I really tried my best but I still can’t transcribe it properly. Answer: You can get in touch with your PM and inform him that the audio is bad and you are not able to transcribe it properly, also ask them to REVERT the audio and you can take a new audio up.

Q17: If I REVERT an audio wouldn’t the PM feel I am not good as a vendor and put me in his bad books? Answer: Absolutely not, if the files are being REVERTED for the correct reason like (it was a bad audio, or you need to attend and emergency, power failure etc.) its fine, but if it’s because you felt lazy or had other priorities but still took up a file and are now reverting; then it would definitely be a wrong thing to do. Q18: Can I shorten the moderator’s questions at least? Answer: No, you will need to retain what the moderator said, please do not shorten it.

Example 1: WRONG

M: What is your name? Tell me more about your work and family?

CORRECT

M: What is your name? Tell me what do you do for a living, I mean where do you work, who all are there in your family etc.?

Example 2: WRONG

M: So where is the office located? How old is the business?

CORRECT

M: So great like you said you have a family business, who started this? Was it your forefathers? How old is this business? Where is the office located?

Q19: In the interview the Moderator is just taking a look around the respondent’s house. They are taking pictures and just discussing or commenting say “Wow! This is so good, where did you buy it from etc.? Should I even transcribe that? Answer: No, you will just need to mention [Moderator is taking a look around the respondent’s house and clicking some pictures 06:46 to 09:45]. But if let’s say in between the moderator is asking some questions which are in line with the discussion please transcribe them. Q20: In my audio there are 2 moderators and a couple of respondents, the problem is that I can’t differentiate when it is the Moderator or the Respondent speaking at times, what should I do? Answer: You can differentiate it’s a Moderator if it’s a question being asked, let’s say still you are getting confused just mention [I can’t differentiate if this was said by the Moderator or the Respondent 08:27]

Q21: There are some regional words like Mehendi for which you don’t have an English Word, what do I do at such instances? Answer: Put it as Mehendi [a form of body art from Ancient India, in which decorative designs are

created on a person's body, using a paste, created from the powdered dry leaves of the henna plant (Lawsonia inermis).]. This is the first thing you get on Google when you search for Mehendi.

Still if you can’t get the meaning of the word in English put it as Mehendi [Local term used by the respondent]. Q22: The moderators are travelling to some place, what should I do? Answer: Put it as [moderators were travelling with the respondent from 10.56 to 19:20]. Q23: The moderator has asked a question and the respondent could not understand or follow the question, do I have to transcribe it again when the moderator repeats the same question? Answer: No, you will not need to transcribe it again; you can simply start when the respondent starts answering the question. Q24: The moderator is reading a concept and the respondents start discussing amongst themselves, “Oh! This one is better, it’s better than the previous one”, do I need to transcribe them as well? Answer: No, once the moderator has finished reading the concept, he/she will formally ask the respondents their views, its only then that you start transcribing. Any informal chats between the respondents while the moderator was reading the concept can be safely ignored. Q25: The moderator is just repeating what the respondent is saying; would I need to transcribe that as well? Answer: If the moderator is just repeating what the respondent said, you can safely ignore it, look at the example below.

WRONG

M: What is your name?

R: My name is Ram.

M: Okay so your name is Ram, now tell me what do you do for a living?

R: I have a small grocery shop in Pratap Nagar.

CORRECT

M: What is your name?

R: My name is Ram.

M: Okay now tell me what do you do for a living?

R: I have a small grocery shop in Pratap Nagar.

But if the Moderator is purposely repeating something that the respondent said, to make it more distinct / visible in the audio, please transcribe it.

WRONG

M: What do you like?

R: I like this one and this one.

M: Okay now tell me why did you like it?

CORRECT

M: What do you like?

R: I like this one and this one.

M: Oh! So you like A512 and B205, now tell me why did you like it? Underlying Objective of Transcriptions: See the basic aim of any Transcription is to understand from the Transcript what actually happened in the Audio, even if we do not listen to the audio and just read your transcript – it should explain to us what actually happened in the audio. Please feel free to use any additional things which you feel can help us in achieving this objective. It’s your choice, we would be more than happy to imbibe them in our system.