A Cultural Approach: Research in the Context of Glocalisation
Summary
During this talk, the audience will be guided to reflect upon the common innovation approaches we have used in recent years, and be inspired to step into the future of the innovation landscape. A cultural approach will be introduced that focuses on the importance of combining local and global cultural perspectives to give broader and deeper understandings of the breadth and depth of human experience. Adopting such an approach supports the design of products and services that are accessible to real people from diverse backgrounds and cultures.
Key Insights
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Globalization offers both opportunities for progress and risks of cultural erosion and inequity.
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A cultural approach views local and global contexts as a fluid spectrum, not separate entities.
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Traditional persona and journey methods often miss crucial cultural nuances and global-local interplay.
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Research teams benefit greatly from combining insider and outsider cultural perspectives.
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Digital divides exist economically, in usability, and empowerment, limiting true global participation.
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Diverse and multilingual research specialists embedded locally provide richer global insights.
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Hybrid research methods, mixing remote and in-person, best address complex cultural contexts.
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Localization levels must be decided case-by-case, combining wide and deep research for diverse perspectives.
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Cultural translation goes beyond language—it prevents bias and literal misinterpretation in research.
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Advocating for inclusive research despite time and budget constraints is critical to avoid product failure.
Notable Quotes
"We have this collective superpower navigating the breadth and depth of human experience across cultures."
"Culture is the sticky glue holding us together but flexible enough to allow us to move in new directions."
"Global and local cultures are closely entwined and always influencing one another."
"Traditional design thinking and human-centered design rarely take localized nuances and global trends into account."
"Budget and time are the enemies of inclusivity in research."
"Diverse research teams blend outsider and insider perspectives for authentic cultural translation."
"Digital connectivity is necessary for participation in society, but half the world lacks internet access."
"Remote research methods can cast a wider net, but some briefs still require on-the-ground presence."
"Understanding culture means looking at a spectrum from global trends down to intimate communities."
"If you don’t do local research before launching a product, you risk disastrous failure."
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