Some People are Just Harder to Talk to than Others
Impact of Cultural Differences in Global Research
As a global agency, we often come across projects that are easier to do through experience research in some countries than in others.
Since the very reason companies are conducting global research is that they need to understand the why's and how's of what people do and think in other countries, it is always a bit surprising that companies don't realize that cultural differences apply to how research is conducted in each country too. Understanding the differences between audiences and the cost involved is as important as understanding and accommodating the researchers' own cultural biases when identifying insights.
Read our latest article on Medium about cultural differences and its impact on user research by TEAMS Chicago’s Vice President & Creative Director Marianne Grisdale.