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Title:

Understanding Users in Emerging Markets – Is there a Genre of Methods?

Author:

Chavan, A.

Abstract:

As the emerging markets ‘emerge’ and become hotbeds of economic activity,there is a critical need to understand these markets well, in terms of their user ecosystems. There is no alternative to understanding these local ecosystems without deep user research. However, the question that follows is: What is the best way to conduct user research in the emerging market countries? We are aware of the use of different methods for conducting user research, indifferent cultures. However, are there macro level cultural ‘patterns’ that determine overall genres of methods to be used in emerging versus developed countries? This paper constructs a hypothesis that answers this very question.

Original publication:

Minoi, J. & Yeo, A. & Abdelnour-Nocera. Designing for Global Markets 10, 65-78. 10th International Workshop on Internationalization of Products and Systems. Kuching, Malaysia. July 11-14, 2011.

Copyright:

© 2011 Product & Systems Internationalisation, Inc. ISBN: 0-9722184-6-7

Availability:

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©2017 Product & System Internationalisation, Inc.