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Observing the User Experience, 2nd Edition by Andrea Moed, Mike Kuniavsky, Elizabeth Goodman

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Chapter 13

Global and Cross-Cultural Research

Many user research methods were originally directed toward a singular user and that person’s experience with a product, service, or technology. They assumed some basic commonalities between the researcher and the research population, such as a shared language, or similar experiences with technology. So what happens when you’re working with users from regions or cultures that are not your company’s or your own?

Language is just the easiest difference to spot. When working with people from different regions from your own you may find unfamiliar aspirations and values, economic circumstances, family structures, social statuses, levels of literacy, available technical infrastructures, and expectations ...

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