A Cultural Approach: Research in the Context of Glocalisation
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
-
•
Globalization offers both opportunities for progress and risks of cultural erosion and inequity.
-
•
A cultural approach views local and global contexts as a fluid spectrum, not separate entities.
-
•
Traditional persona and journey methods often miss crucial cultural nuances and global-local interplay.
-
•
Research teams benefit greatly from combining insider and outsider cultural perspectives.
-
•
Digital divides exist economically, in usability, and empowerment, limiting true global participation.
-
•
Diverse and multilingual research specialists embedded locally provide richer global insights.
-
•
Hybrid research methods, mixing remote and in-person, best address complex cultural contexts.
-
•
Localization levels must be decided case-by-case, combining wide and deep research for diverse perspectives.
-
•
Cultural translation goes beyond language—it prevents bias and literal misinterpretation in research.
-
•
Advocating for inclusive research despite time and budget constraints is critical to avoid product failure.
Notable Quotes
"We have this collective superpower navigating the breadth and depth of human experience across cultures."
"Culture is the sticky glue holding us together but flexible enough to allow us to move in new directions."
"Global and local cultures are closely entwined and always influencing one another."
"Traditional design thinking and human-centered design rarely take localized nuances and global trends into account."
"Budget and time are the enemies of inclusivity in research."
"Diverse research teams blend outsider and insider perspectives for authentic cultural translation."
"Digital connectivity is necessary for participation in society, but half the world lacks internet access."
"Remote research methods can cast a wider net, but some briefs still require on-the-ground presence."
"Understanding culture means looking at a spectrum from global trends down to intimate communities."
"If you don’t do local research before launching a product, you risk disastrous failure."
Or choose a question:
More Videos
"The real value is getting to hear from each other and demystifying what’s possible and what’s going on."
Marissa Cui Rachel He Michael Leggett Manos SaratsisClimate Design Product Showcase
March 13, 2024
"AI cannot replace user research, usability testing, or domain expert validation."
Snehal PendharkarConducting pre-research with AI agent personas: Pressure-testing concepts for expert workflows
June 10, 2026
"If you’re feeling medium stress, maybe you’ve just gotten used to a high level of stress over time."
Alla WeinbergHealing Toxic Stress
September 23, 2024
"It’s about empowering a maker culture where the collective ‘we’ accomplishes something far beyond what any individual imagined."
Uday GajendarThe Wicked Craft of Enterprise UX
May 13, 2015
"Many leaders don’t have time to pause and reflect, but that reflection is critical for understanding the full picture of their leadership."
Jason Mesut Martina Hodges-Schell Jose CoronadoUnmasking Design Leadership: Navigating leadership without neglecting ourselves
October 30, 2025
"Design is often seen as the wireframe people, a subsidiary of product rather than a strategic partner."
Alfred KahnA Seat at the Table: Making Your Team a Strategic Partner
November 29, 2023
"People with disabilities often pay more to buy from stores they trust are accessible and where they feel confident."
Sam ProulxOnline Shopping: Designing an Accessible Experience
October 3, 2023
"Research should reduce the risk of investing in the wrong place or in the wrong way."
Leisa ReicheltThe Five Dysfunctions of Democratized Research at Scale
March 30, 2020
"Companies hunt for AI innovation in technically challenging areas instead of simpler, more valuable places."
Dan SafferWhy AI projects fail (and what we can do about it)
May 14, 2025
