Summary
During this talk, the audience will be guided to reflect upon the common innovation approaches we have used in recent years, and be inspired to step into the future of the innovation landscape. A cultural approach will be introduced that focuses on the importance of combining local and global cultural perspectives to give broader and deeper understandings of the breadth and depth of human experience. Adopting such an approach supports the design of products and services that are accessible to real people from diverse backgrounds and cultures.
Key Insights
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Understanding globalization requires a balance between local and global considerations.
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Researchers have a superpower to drive positive progress and equity by exploring diverse human experiences.
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Cultural contexts impact how products resonate in local markets and should inform business strategies.
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Localization helps mitigate negative aspects of global capitalism, such as cultural imperialism.
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Digital divide impacts access and use of technology, affecting participation in the global economy.
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Cultural translation is as important as language translation for effective research.
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Diverse research teams can uncover insights that reflect localized nuances and avoid biases.
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Effective research methods must evolve in response to changing global dynamics.
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Hybrid research approaches combining remote and local methodologies can enhance outcomes.
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Continual awareness of cultural shifts is key to adapting research strategies in a globalized world.
Notable Quotes
"As researchers, we can choose to view ourselves as pioneers of progress."
"Globalization allows for increased acceptance and understanding of different cultural perspectives."
"The cultural context of any product or campaign really needs to be understood for it to resonate locally."
"No consumer trend is isolated; broader triggers always influence individual behaviors."
"A cultural approach means matching participant diversity with a commitment to building diverse research teams."
"Remote methods drive efficiency, but some studies require on-the-ground presence to truly grasp local contexts."
"The most lucrative users for products are unlikely to be those with low socioeconomic status."
"Cultural translation requires both an outsider and insider perspective to pick up nuances."
"It's crucial to adapt research processes to respect local cultural approaches and contexts."
"By designing research methods with diverse perspectives, we can help create a more equitable future."
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