How to research multi-cultural audiences online

Published 13 August 2020 2 minute read

Market research
Inclusion

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.

Download your copy today.

Yours to keep

Researching-multicultural-audiences

Discover our platform and services

Platform-only

The insight platform for online qual, research communities, digital diaries, ethnography and more.

Services & Support

A range of expert research services and resources to help you deliver your projects with ease, speed and reach.

Insight

Human insight with impact; leveraging our academic and industry experts to uncover insight, create impact and make confident decisions.

Zwift image
Zwift-logo

Strategically, Further’s insights provided clear and directional answers that will guide us through our next phase of growth

We helped Zwift understand users and non-users needs and wants so they could prioritise their innovation pipeline

Macmillan
macmillan-cancer-support

The online research community approach represents a cost-effective means of engaging with a wide group of individuals, many of whom are often harder to engage

We helped Macmillan Cancer Support understand why the national Cancer Patients Experience Survey documents that ethnic minority, LGBTQ+ and older cancer patients consistently report more negative experiences and outcomes in cancer services.

Conde-Nast
Conde_Nast_logo-copy

We were amazed at the level of insight we achieved in just a week. Further opened our eyes to new ways of understanding our staff

We helped Conde Nast International define a new global mission and vision statement

van-tay-media-Kab_-4M4I74-unsplash
Vouch-for-Me-Logo

Further really understood the brief and extremely proactive. We are now very confident that we’re taking the right products and proposition to market.

We helped this insuretech startup tailor their customer value proposition for the UK market ahead of a planned launch

Keyhouse
Keyhouse

Further understood our challenges and mapped a clear way forward to penetrate different segments. They pushed us to clarify assumptions and think about how to communicate the value of our products

We helped Keyhouse enter a new market and understand what target users of their case management software needed and how to position their offer

Linkedin image
Linkedin

With Further’s support, our developed understanding of employees’ needs has helped us to create more effective and compelling L&D solutions

We helped LinkedIn engage with their employees to discover, create, evolve and iterate new Learning and Development solutions.

What next?

Browse our site, download our resources, request a demo of our platform or speak to one of our experts

See our work
Request a demo
Book consultation