Understanding Global Customers: User Experiences at Home and Abroad

The ways in which consumers respond to one-on-one interviews also differ along the East-West divide. Western consumers are generally more individualistic and unafraid to give honest responses to customer satisfaction surveys or interviews. However, Asian consumers don't wish to stand out or offend anyone. They're more likely to tell an interviewer what they think he or she wants to hear. As a result, interview data in Asian countries is often skewed and inaccurate.