Navigating Global Research: Lessons from the Field

Even though Peepaldesign undertakes numerous international research projects each year, every new study in a different market with a new client or partner is a possible eye opener. While there are always certain best practices that we consider as a rule of thumb, there are challenges galore (and more learning) on the way. Some that stood out in recent projects:

Language Barriers and the importance of good interpreters – the quality of simultaneous interpreters has the potential to make or break the value that we get from a session. Even though everything else is planned to the t, poor interpretation can disrupt quality especially in markets where English is spoken infrequently such as China, South Korea or if the study involves words which lack an exact match in the corresponding language.

It’s also crucial to review the discussion guide with the interpreters beforehand and ensure that both the researchers and interpreters are thoroughly immersed in the context. Additionally, translating and localizing  your research materials into the language and dialect of your target users with enough time in hand for prep is also a non negotiable.

Cross cultural sensitivity – this bears equally on the final research output as well as logistics planning.

• A discussion guide designed around the same research questions might take more time in one market than in others because the specific wording or phrasing can make certain sentences more time-consuming to convey.
• Jargons (especially related to tech, BFSI, policy) that are easily digestible to certain markets , may not make any sense to others hence necessitating further clarifications and preparation of a glossary
• Adhering to local laws and regulations, such as data privacy rules (e.g., GDPR in Europe), is crucial to maintain ethical standards and avoid legal repercussions. This compliance builds trust with participants and stakeholders.
• Collaborating with local organizations, researchers, or agencies can provide valuable insights into the cultural nuances and logistical challenges of the region. But different local partners belong to different time zones and may have wildly different working styles, often reflective of the overall culture of the country. It’s a vital consideration to  tap into these to have streamlined and respectful research practices.

Interpreters can offer more than just their language skills – In my own work with interpreters, I found that their value extended beyond just language translation; their cultural insights before and after interviews were invaluable. They could clarify moments of confusion during the interview or provide context for certain occurrences.

Things at times can be more similar than they are different – Last but not the least, the dawning of the profound realisation that we are all a part of this same curious species and human emotions and behaviours to certain triggers can be astonishingly similar, cutting across cultures, race and boundaries.

Till we get back with more next time!