Define the decisions
Agree markets, audiences, journeys and the comparisons you need.
Cross-Market Experience
Understand what your experience has in common across markets, and where it needs to adapt.
Inclusive & Cross-Market Experiences
Understand what your experience has in common across markets, and where it needs to adapt.
People can encounter the same product or service under very different conditions. Language, available channels, infrastructure and previous experience may affect how they use it. Cross-market experience research compares these interactions using shared questions and careful attention to local context.
What we look at
Shared versus market-specific friction- Localization quality of UI and content
- Channel and payment expectation differences
- Priorities that should stay global versus local
How we study it
- Coordinated multi-market interview programmes
- Localized usability tests
- Cross-market synthesis frameworks
- Global / local decision recommendations
When to research
When cross-market research is useful
Use this research when expanding an experience, reviewing localised versions or investigating different feedback across markets. Questions might include whether onboarding is understood, which support routes people expect or whether a common workflow creates different barriers in different settings.
The scope can cover products, services, spaces, systems and technology. A focused study may compare a priority journey in selected locations; a broader programme can examine several audiences or touchpoints. The focus is user experience, not a substitute for market sizing or commercial entry analysis.
Global research
Selecting markets and audiences
Market selection reflects your decision, product availability and the contrasts you need to understand. We discuss relevant audience criteria, recruitment routes, language, devices and access needs in each location. A country is not a single user group, and one city or sample should not represent everyone without justification.
Coverage, sample size and research format are agreed around the questions and budget. Where comparable recruitment is not feasible, we document the difference and its implications instead of treating unlike samples as equivalent.
Our approach
Methods matched to the decision
Interviews can explore needs and expectations. Localised usability tests examine task attempts. Journey research studies channel transitions, while fieldwork or diaries can add context about routines and use. Surveys can support suitable numerical comparisons when the sampling and measures allow them.
Methods do not have to be identical everywhere, but meaningful comparison requires clarity about what is shared and what differs. Local observations and cross-market synthesis are kept connected so important details are not lost in an overall summary.
From context to opportunity
Our research process
Confirm feasibility
Review recruitment, language, access, local delivery requirements and timing.
Prepare and pilot
Develop shared questions and locally appropriate materials, then check the research setup.
Conduct fieldwork
Use agreed protocols and record relevant variations in conditions.
Analyse locally and across markets
Compare supported findings, exceptions and evidence gaps.
Discuss action
Prioritise common improvements, local adaptations and further testing.
The output
What your team can receive
Depending on scope, outputs can include market-level findings, a cross-market comparison, shared and distinct experience barriers and prioritised opportunities. Approved participant examples and journey or task summaries explain the context behind the differences.
Reports document locations, audiences, methods, tested versions and limitations. A findings discussion helps global and local teams agree responsibilities and next steps. Report languages, editable files, workshops and repeat waves are agreed in advance.
Global research
A common framework with local context
Shared research questions, task goals and analysis definitions help bring findings together. Materials are adapted where needed so participants understand the task and encounter a relevant experience. Translation alone may not preserve meaning, so language and scenario review are part of preparation.
We document variations in product versions, pricing, functionality, channels and test conditions. A difference in task performance may reflect these conditions or sample composition rather than culture. Explanations are tied to evidence rather than national stereotypes.
Research focus
Coordinated quality checks
Preparation includes agreed recruitment criteria, briefing and analysis definitions. During research, checks can review participant suitability, protocol adherence, completeness and inconsistent records. Language-dependent findings require appropriate review so interpretation does not rely only on a translated phrase taken out of context.
Findings remain traceable to the audience and situation studied. Small groups, incomplete coverage and methodological differences are visible in reporting. We do not pool scores or rank markets simply because the results fit into one table.
Global research
Common improvements and local adaptations
A recurring barrier across studied markets may support a shared improvement. A language issue, unavailable support route or local interaction convention may call for adaptation. Recommendations explain which evidence supports each direction and what needs checking with product or service owners.
Localisation may involve more than text: formats, examples, instructions, channel handoffs and information requirements can matter. Research identifies user needs; implementation feasibility and specialist requirements are reviewed by the responsible teams.
Research ethics
Responsible participation and data handling
Before fieldwork, agree consent, recording, observer access and how material moves between project teams. Participants should receive understandable study information in an appropriate language. Collect only relevant information and clarify access, storage and transfer arrangements for each location.
Sensitive audiences and topics may require additional safeguards. Research planning does not itself establish compliance with every jurisdiction’s requirements; applicable arrangements need review before launch.
Before we begin
Frequently asked questions
Yes. A focused comparison can address a specific decision, subject to feasibility. Findings apply to the coverage studied, not automatically to all global users.
Where the design, sample and measures support them, numerical comparisons can be scoped. Qualitative research is better suited to explaining issues than ranking entire markets. Any percentages or uncertainty estimates are interpreted according to the study design.
No. Research informs decisions and identifies barriers within the study. It does not guarantee adoption, revenue or success in untested markets. Retesting and post-launch measurement can help assess proposed improvements.
Brand & Trust Experience
Brand perception research, trust driver analysis, and message testing for experiences that must feel credible.
Explore
Communication Experience
Check whether messages and instructions are understood and useful.
Explore
Accessibility & Inclusion
Investigate experience barriers affecting people with different access needs.
Explore
Cultural & Local Experience
Cultural research, localized interviews, and ethnographic research for experiences that must fit local meaning.
Explore
Let us help shape the next step
Understand the differences.
Make more informed cross-market decisions.
Next research service Ethical & Responsible Experience Understand the differences. Make more informed cross-market decisions. Contact Us Share your markets and the experience you want to study.