How to research multi-cultural audiences online

Published 13 August 2020 2 minute read

Market research

In a world marked by the powerful new forces of globalisation, immigration, communications technologies and the intermingling of diverse people and ideas, we cannot survive without cultural intelligence. This is true of individuals, of businesses and of governments: we all need the skills to navigate different cultures.

But doing research across different cultures presents several challenges and requires specific expertise. Because digital research enables organisations to reach people wherever they are and to segment social groups in a cost-effective way, it is used extensively in international and cross-cultural projects, where the value-for-money benefits are perhaps greatest.

So what do we know about conducting qualitative research online across
cultures and diverse social groups? What do we know about how culture
affects people’s behaviour online?

In this report, we share some principles and approaches to maximise the value of online communities in cross-cultural research. This is much more than a simple ‘how to’ guide, rather its food for thought from a diversity and inclusion expert and one of the country's most experienced qualitative research strategists Dr Marie Claude Gervais.

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