Understanding Global Customers: User Experiences at Home and Abroad

Because of these ethnic differences, it's important to find the cultural triggers that elicit honest responses. Finding ways to gather customer data might lead to more success than an American tactic such as a question-based, one-on-one interview.

Companies can be “too global” in their attempt to reach international markets. It's important to realize that every market is local to someone. The most successful global companies do thorough research and take the time to understand the local landscape before unveiling new products or websites. You should update the old adage, “Will it play in Peoria?” with emerging global cities like Shanghai, Mumbai or Santiago.