UXalliance: A Glimpse at Conducting Multinational User Research

As products and services become increasingly global, brands must reflect cultural differences across many diverse markets. Companies need to be consistent in their Web offerings across countries to address economies of scale and reinforce brand identity. However, to be successful, they must address local needs as well. Therefore, global companies need international user research to extend past a single perspective and ensure that the design reflects the needs of the cultures where a product will be used.