How to find the right international research and design partner

Are you a global business? If so, you’ll know that a successful digital strategy depends on understanding how (and why) cultural differences affect user behaviour.

(Remember that your mobile experience may not be that of your international customer).

For a variety of reasons, consumers in different countries may have vastly different experiences with your brand. For example, the mobile experience for your users in the UK or US will not match those in China or Korea. Their infrastructure is different. Their social platforms are different. The technology they use is different. It seems obvious – why would the experience be the same?

Understanding these differences enables you to design products and services that translate successfully.

Put your customers first

The best way to set your global digital strategy and deliver designs that take account of local language, technology and culture is to engage customers in that local market from the outset.

If you engage an agency for this, choose one that conducts international research and design day in, day out.

Experience counts

Running research and designing for specific markets is complex. Agencies with years of experience will have naturally evolved a deep understanding of local cultures and nuances. They will know:

• How to make the best recommendations on which cities/countries you should be researching in, when you need to carry out the research and how to conduct the research.
• The things that differ from one country to another which you need to be wary of – from setting the research time-slots through to preparation and carrying out research.
• What to look for during a research session to identify the best insights for you.
  They should know that when they carry out research in various countries for you, it should ensure a standardised approach and a coherent set of insights.
• How to conduct it for you in the most efficient way.

Include clear objectives in your brief

A good international research and design partner has a global network of partners who make it possible to reach out to users in every corner of the world.

You want to work with the best, so make sure they have carefully selected partners with sector and logistical experience. Handpicked even. Ensure their partners deliver the highest quality standard of work and that their agencies and consultancies who share the same visions as you by putting people first, to produce high quality work, and are transparent and flexible.

When you are looking for an external support to help you either to move into a new market or to be better in an existing market, asking the right questions (like ones below) is crucial in helping you to choose the right international research and design partner.

For example, ask the partner how they can help you to:

• Understand more about your local users - their behaviours, needs, expectations
• Understand more about the markets that you're in - the infrastructure, legal, customs and traditions
• Get into a new market which you're not familiar with
• Find out what can be shared among the markets and what you need to localise so you can redesign your product and services for local markets
• Focus on developing and expanding a specific markets that you're already in

You also need to ensure that the agency you work with has proven international knowledge, skills and expertise that will result in a measurable positive impact on your business. Ask for evidence.

Are you looking for a design and research partner?

cxpartners knows the answers to these questions. We understand what it takes to deliver an effective global digital brand presence and satisfy customers from diverse markets.

We've been bringing organisations closer to their customers around the world since 2003, conducting research and design projects in over 40 countries, on every continent except Antarctica. (We’re working on that one.)

Find out more

If you would like to understand more your local customers in markets that you’re already in or a completely new market, drop Chui Chui a line on chuichui.tan@cxpartners.co.uk.

You might also like her book - International User Research.