Researching the other: The challenges and opportunities of cross-cultural research

Room 2 | 2:45 pm - 3:15 pm | Thursday, February 23, 2023

The history and practice of researching non-western cultures is a complicated one. Concepts like the “discovery of America,” the “noble savage” and the “European explorer and traveler” aided in instilling violence and much misunderstanding. Practices like statistical analysis and ethnography are connected to the genealogy of “scientific racism” and the management of non-normative populations.

What do we do with this history when trying to engage in cross-cultural research? How can we become fully aware of our position as researchers? How do we identify our cultural and cognitive biases? Are we truly able to understand identities that seem “other” to us?

In this talk we will delve into the challenges and ethics of cross-cultural research and discover the opportunities that might arise when designing products and services with the “others” as partners and teachers.

Key takeaways:

  1. Acknowledging the history and challenges of cross-cultural research.
  2. Learning about the ethics of cross-cultural research today.
  3. Discovering the opportunities in designing products and services across cultures.

Best Practices Consumers


More sessions

See all sessions

Achieving launch success: Unlocking the full potential of an innovation

The appetite (so to speak) for classic comfort foods might feel universal to many of us. But when translating a brand new offering from Europe to North America, cultural context [...]


Messaging that Connects: Bridging the gap between insights and creative action with behavioral science

Insights teams often get asked to provide research guidance to drive messaging by uncovering consumer pain points, current states and desired end states. These hard-earned insights are handed over to [...]


Conducting fast-paced, innovative research in uncertain times

Join Tech Leaders, Bonnie (Glassdoor), Alanna (DoorDash) and Jordan (BCG X) as they share their experiences and insights on leading teams and conducting fast-paced, innovative research during these uncertain times. We [...]