Writing Survey Questions That Work in Urdu and Regional Languages

Most questionnaires in Pakistan are written in English and asked in another language. The office drafts the tool, someone translates it into Urdu, and enumerators then explain it in Punjabi, Sindhi, Pashto, Saraiki, Balochi or a local dialect at the doorstep. Every step in that chain is a chance for the meaning of a question to drift. When it drifts, the data still looks clean in the spreadsheet, but it no longer measures what you intended.

This article sets out a practical way to write and translate survey questions so they work in the languages your respondents actually speak.

Start with plain concepts, not polished English

Translation problems usually begin in the source questionnaire. Long sentences, technical terms and double meanings are hard to translate well. Before translation, review every question in English and ask whether a respondent with no project background would understand it.

Replace jargon with everyday words. "Household income from all sources in the last 30 days" is clearer than "aggregate monthly household earnings". Ask one thing per question. "Are you satisfied with the price and quality of the service?" is really two questions, and a respondent who likes the quality but not the price has no honest answer.

Define terms that the project uses differently from everyday speech, such as household, head of household, employment or disability. Write the definition into the enumerator instructions so it is applied the same way everywhere.

Translate for meaning, then back-translate

A word-for-word translation is rarely the best translation. The goal is for a respondent in Urdu to understand the same idea a respondent in English would. Use translators who know both the language and the subject, and brief them on what each question is meant to capture.

A useful check is back-translation. A second translator, who has not seen the original, translates the Urdu version back into English. You then compare the two English versions. Differences point to questions where meaning has shifted. Not every difference is a problem, but each one deserves a conversation.

Pay special attention to answer scales. Phrases like "somewhat agree" or "fairly often" do not always have natural equivalents, and different translators may pick words that respondents read as stronger or weaker. Simple, clearly separated options often travel better than fine five-point distinctions.

Plan for regional languages, not just Urdu

In many areas, the Urdu tool is the official version but the interview happens in another language. If enumerators translate on the spot, each one may phrase questions differently, and you lose consistency.

Where a regional language will be used widely, prepare a written version of key questions in that language, or at least agreed wording for difficult terms. During training, have enumerators practise asking questions aloud in the language they will use, and agree on one phrasing as a team. Recruit enumerators who speak the local language and understand local customs, especially for sensitive topics.

Handle sensitive topics with care

Questions about income, health, family decisions, women's mobility or social norms need extra thought. The wording should be neutral and non-judgemental, and the order of questions matters. Build rapport with easier questions first, and place sensitive ones later, with a clear explanation of confidentiality.

Consider who asks the question. In many communities, female respondents are more comfortable speaking with female enumerators. Matching enumerator and respondent profiles can improve both response rates and honesty.

Pilot in the field, in every language

A desk review is not enough. Pilot the questionnaire with real respondents in each language and area where it will be used. Watch for hesitation, requests for repetition, answers that do not fit the options, and questions that take far longer than expected.

After each pilot interview, ask a few respondents to explain in their own words what a question meant to them. This simple technique, often called cognitive interviewing, quickly shows where a translation is not working. Revise, then pilot again if changes are large.

Build the languages into your digital form

If you use KoboToolbox or ODK, you can store several languages in the same form and let enumerators switch between them. This keeps everyone on the same approved wording and avoids paper notes in the field. Check that scripts display correctly on the devices you will use, and test right-to-left text in labels, hints and answer choices.

Keep version control. When a translation changes after the pilot, update the form version and record what changed, so analysts know which wording each response used.

Train enumerators on meaning, not just reading

Even a perfect translation fails if enumerators paraphrase freely. Training should explain the purpose of each question, the definitions behind it, and what to do when a respondent does not understand. Role plays in the actual interview language are one of the best ways to catch problems before data collection starts.

A short checklist

Before fieldwork, confirm that the English source is plain and single-purpose, translations have been reviewed and back-translated, regional language wording is agreed, sensitive questions are carefully worded and placed, the tool has been piloted in each language, and the digital form carries every approved language version.

How DeepNex Consulting can help

DeepNex Consulting supports organisations across Pakistan with questionnaire design, translation review, piloting, digital form setup and enumerator training, as part of our data collection and analysis services. Every assignment starts with a written scope, so you know exactly what will be delivered. If you are planning a survey and want your questions to work in every language your respondents speak, contact us at [email protected] or WhatsApp +92 311 5234656, or visit deepnexconsuling.com.