International research for user insights

Our user research has taken some of the team to New York City and also to Beijing to explore differing reactions and opinions based on regional and cultural differences.

Our process is always structured around the needs and insights of users. This helps to create the aspects of a service and solution, but also contributes to any tailoring that the service may then need to adapt it to a particular brand, region or culture.

In user research there are also different representational groups within the locational or regional element. By interacting with a cross-section of these representational groups, we can build a clearer picture of the needs, requirements and perceptions of the regional or cultural group. All this helps our designers to get the most comprehensive and detailed insight from the research.

By visiting the countries to conduct the research face to face, there is also the advantage of cultural immersion that provides a rich context to the culture and region being explored and learned from.

Workshop group in Beijing participating in user research