Handbook of Global User Research (eBook)

Front Cover 1
The Handbook of Global User Research 4
Copyright 5
Dedication 6
Contents 8
Preface 12
Acknowledgments 14
Author Bios 16
Chapter 1: Foundations and definition 38
1.1 Globalization, localization, and user research 39
1.2 Origins of user research 40
1.3 What is user research? 43
1.4 Some terminology and context 45
1.5 Dynamic nature of user research 47
1.6 User research and other disciplines 48
1.7 Models of global user research 53
1.8 What is this book about? 54
References 56
Chapter 2: Project management 58
2.1 Introduction 58
2.2 Engaging stakeholders in research activities 58
2.3 Planning international studies 61
2.4 Finding quality in-country resources 70
2.5 Managing an international project team 75
2.6 Key takeaways 87
Chapter 3: Preparation 90
3.1 Introduction 90
3.2 Understanding research objectives and target user groups 91
3.3 Reviewing the stimuli 94
3.4 Creating the test plan 97
3.5 Recruiting 99
3.6 Developing the moderator's guide 103
3.7 Localizing the moderator's guide 106
3.8 Sharing materials with local teams 108
3.9 Briefing with local teams 109
3.10 Local pilot testing 110
3.11 Key takeaways 111
Chapter 4: Fieldwork 114
4.1 Introduction 114
4.2 Planning and logistics for a global study 115
4.3 Preparing test materials for a global study 123
4.4 Assembling and training the team 131
4.5 Conducting the fieldwork 141
4.6 Analyzing data and reporting results 145
4.7 Key takeaways 150
Reference 150
Chapter 5: Analysis and reporting 152
5.1 Introduction 152
5.2 Planning analyses for global projects 152
5.3 Collaborating and sharing analyses from each locale 159
5.4 Reporting and presenting results 164
5.5 Key takeaways 179
Reference 180
Chapter 6: Global user research methods 182
6.1 Introduction 182
6.2 Ethnographic studies 184
6.3 Focus groups 189
6.4 Eye tracking 194
6.5 Unmoderated remote usability testing 199
6.6 Web analytics 216
6.7 Online surveys 227
6.8 Personas 232
References 237
Chapter 7: User research throughout the world 240
7.1 Introduction 240
7.2 Australia 242
7.3 Brazil 244
7.4 China 245
7.5 Denmark 247
7.6 Finland 248
7.7 France 250
7.8 Germany 251
7.9 India 253
7.10 Italy 255
7.11 Japan 257
7.12 Korea 260
7.13 Malaysia 261
7.14 The Netherlands 263
7.15 New Zealand 264
7.16 Russia 266
7.17 Spain 268
7.18 Switzerland 270
7.19 Turkey 272
7.20 United Arab Emirates 273
7.21 United Kingdom 275
7.22 United States 277
Reference 280
Chapter 8: The role of professional organizations in user research 282
8.1 Introduction 282
8.2 Making the most out of a professional network 283
8.3 The local chapters of professional organizations 284
8.4 Professional organizations in a global market 284
8.5 Organizations and research 286
8.6 World Usability Day as an example 287
8.7 Directory of organizations 288
8.8 Key takeaways 292
Chapter 9: The impact of culture on user research 294
9.1 Introduction: How culture impacts user research 294
9.2 The implications of context to user research 295
9.3 The impact of the development process on cross-cultural user research 295
9.4 A model for understanding the impact of culture on user research 297
9.5 The impact on user research of the cultural differences between moderators 299
9.6 The culture of nations and organizations and its implications on user research 302
9.7 Cognitive differences between East and West and their relationship to user research 309
9.8 Key takeaways 313
References 313
Chapter 10: Closing thoughts 316
Reference 320
Index 322