An Empirical Investigation of the Practices and Challenges Specific to International User Studies

Abstract

Abstract. In today's globalized world, it is increasingly important for comp anies to gain knowledge about international markets and to understand the differences and similarities between international users. As a result, international user studies have become more common. However, they still pose a challenge for most companies. In this paper, we present the results of an empirical investigation of how comp anies conduct international user studies. We describe the empirical findings in detail, with an emphasis on the practices and challenges that are specific to the process of doing international user studies. Key findings concern where, geographically, companies choose to collect data; the scope and scale of the studies; as well as the preferred data collection methods and employed control mechanisms. Our research shows that strategic/pragmatic considerations, perceived differences in national culture, and concerns about data quality shape and delimit the approach that companies take to international user studies.

Developing International Personas A new intercultural communication practice in globalized societies

“…There seems to be an increasing interest in creating international personas by a growing number of UX designers (Madsen et al 2015). The objective of this paper has therefore been to contribute with an empirical study and meta-theoretical reflections on further work.…”

“…The purpose of the research project "International User Studies: How companies collect and represent data about users on international markets" (Madsen et al 2015), was to investigate how companies collect and present data about users in international markets. The research was initiated based on the literature review described above, which showed that more knowledge about how to conduct international user studies was required.…”