Align the framework
Agree the markets, participant groups, core questions and comparisons.
Global User Experience Research
One research question. Different local realities.
Understand what people share across markets and where their experiences differ. We connect a consistent research framework with local language, culture and context.
Global User Experience Research
What do you need to learn across markets?
Explore approaches for comparing experiences, understanding local needs and planning products or services for different user groups.
9 research areas to explore
Research Across Markets
Create a shared view of experiences across countries and user groups.
Multi-Country Research
Coordinate a shared research question across markets with a consistent plan and local execution.
What can teams learn together across countries?
Explore researchCross-Market Comparison
Compare needs, behaviours and barriers while accounting for relevant local differences.
Which differences matter for the next decision?
Explore researchGlobal Experience Benchmarking
Assess agreed experience measures across markets or over time using a comparable approach.
Where should teams investigate performance differences?
Explore researchCulture & Local Context
Explore the everyday realities that a global view can miss.
Cultural & Behavioral Research
Explore how local routines, norms and expectations shape trust, choices and interactions.
What does the local context change about the experience?
Explore researchLocalized Experience Research
Study whether language, content, interactions and service expectations make sense locally.
Does the experience feel clear and relevant in this market?
Explore researchAccessibility & Inclusion Across Markets
Investigate access needs alongside language, literacy, connectivity and local conditions.
Whose experience is being missed by a standard approach?
Explore researchGlobal Study Programmes
Connect product, service and journey questions across markets.
Global Product & Service Research
Investigate needs, usability, adoption and expectations across target markets.
What should stay consistent, and what needs to adapt?
Explore researchGlobal Customer Journey Research
Map journeys to identify shared barriers, local friction and improvement priorities.
Where does the journey work differently across markets?
Explore researchMulti-Country Usability Testing
Observe people completing comparable tasks in relevant languages and contexts.
Which usability problems repeat, and which are local?
Explore researchNo matching research areas. or tell us what you need.
Global consistency. Local understanding.
Comparable evidence starts with a well-planned study.
We align the research question, participant criteria and core activities, then identify where language, culture and local conditions call for adaptation.
Plan locally
Shape recruitment, language and activities around the people in each market.
Connect the findings
Show shared themes, meaningful differences and market-specific priorities.
A clearer starting point
Questions you may have.
How do you decide which countries to include?
We start with your target markets, business decision and user groups. Together we identify which countries or regions will provide the evidence you need and define the study scope.
How do you keep findings comparable?
We align core questions, tasks, participant criteria and measures. Local adaptations are documented so the team can understand the context behind similarities and differences.
Can we start with one market before expanding?
Yes. An initial study can help refine the questions and research approach before extending the work to additional markets.
Let us help shape the next step
Which markets do you need to understand better?
Tell us what you want to understand and the decision you need to make. We will help define a practical research approach.