RESEARCH FOR GLOBAL GROWTH: STRATEGIES AND GUIDELINES FOR CROSS-CULTURAL INSIGHT
A must-read for anyone involved, directly or indirectly, in international research and global market growth.
International cross-cultural research is key for businesses aiming to build and strengthen their global launch and growth strategies.
Through my experience working with various global brands across 50 markets, I have witnessed firsthand that: global expansion with local relevance is a key driver of success. Abundant case studies show that: one of the most critical factors leading to failure in the international market is a POOR COMPREHENSION OF LOCAL CULTURE.
Drawing on my 16 years of experience working with diverse global brands across 50+ markets, this book dives deep into the complexities of international cross-cultural research. Through a compilation of my own experiences - both triumphs and challenges, this book is packed with practical advice, tips and real-world examples. It offers actionable strategies for navigating the complexities of international markets, guiding you through each step of setting up, managing and conducting global research.
Who should read this book? For anyone directly or indirectly involved in global user research - be it leaders, managers or practitioners - who are interested in understanding the complexities of international research. This book is also for those seeking a better understanding of people from diverse cultural backgrounds and contexts to make more informed business decisions.
“An informative and actionable must-read for product managers and researchers seeking to expand products globally.”
“Chui Chui has done it again! Whether you’re in-house or consulting, lean towards the product or business side, you’ll learn a lot from her new book. Too often, we shy away from ambitious international research as ‘too hard’. Chui Chui not only takes the anxiety out of international projects by showing us how, but restates the case for why it’s essential.”
““Drawing on over 16 years of experience managing projects in 50+ countries, Chui Chui shares her practical tips and insights for navigating the complexities of international cross-cultural user research. If you’re new to this kind of work, you’ll find it an excellent resource to help move your first global project forward with confidence.””
Practical advice on planning and conducting global research: where, how, and what to look for.
£4.99 Digital Bundle: eBook (PDF), ePub, Mobi for Kindle, iPad, Android
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“Super helpful! An essential read for all who create products and services for global audiences. ”