Alexandra Mack

Managing international user research

The desire to extend product development success internationally and understand users in the countries in which a product will be marketed has extended user methods overseas. While the practice of international research has become common, approaches have been varied depending on the needs of the project as well as corporate constraints. Many corporate researchers spend a great deal of their time traveling the globe to meet and study consumers, while others look to partner with other researchers or outsource the work entirely. Each of these approaches has its own advantages and disadvantages. This panel will explore these diverse approaches, how and why choices are made, the issues and challenges faced, and lessons learned based on past experiences.