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5 Unique Things on Conducting Research in Southeast Asia
- 1. 5 Unique Things on Conducting Research in SEA Yoel Sumitro, Design Researcher yoels@uber.com
- 2. Australia vs Indonesia vs Singapore (via Hofstede Cultural Dimension)
- 3. 1. Power Distance Index (PDI) This dimension measures how a society handles inequalities among people. SEA Countries tend to have high PDI, meaning: ● Communication is indirect and negative feedback hidden. ● Being dependent on hierarchy ● Unequal rights between power holders and non power holders
- 4. INFLOWS / OUTFLOWS + FINANCIAL CRISIS DICE SACRIFICIAL CONCEPTS Drive user engagement via props/games/ice breakers TRADEOFF BOARD GAME
- 5. Home visit may work well
- 6. 2. Individualism (IDV) This dimension measures the degree of societal interdependence among its members. SEA Countries tend to have low IDV, meaning: ● “We” is more important than “I” ● Individuals are expected to conform to the ideals of the society to which they belong ● Open conflicts are avoided
- 7. Avoid Doing Focus Groups
- 9. 3. Uncertainty Avoidance (UVA) This dimension expresses the degree to which the members of a society feel uncomfortable with uncertainty and ambiguity. SEA Countries tend to have low UVA (except Thailand) ● High tolerance of ambiguity ● Rely more on informal, unstructured, or fluid roles and behaviors ● Willingness to try something new or different
- 10. Island Time
- 11. Low show rate
- 12. 4. Compassion
- 13. Agus is a full-time driver, and he only started last month He’s 54 and not very proficient with nowadays’ tech, including smartphone. The only thing he knows from our app is to start and end a trip. Don’t even ask him about how to check last week’s earnings or about Uber’s incentive. He rented his car for 200K IDR per day. While crying in front of us in an interview, he said that it was very tough to survive as an Uber driver. In many days, he is not able to cover the rental fee. He wanted to stop driving but he was too shy to tell his family. Meet Albertus
- 14. Conducting Research Together with your Product Team
- 15. And the last one..
- 16. 5. Get ready for some surprises!
- 17. Traffic Hell
Editor's Notes
- Geert Hofstede (1928) studied how cultures influence values in the workplace. His 6 cultural dimensions stemmed from that work.
- The PDI measures the degree to which a culture accepts the divide of power. Some cultures are prone towards opinions of equality regardless of position, people share the idea that even lower level employees and economically challenged individuals have the right to be heard and make a difference. Other cultures embrace hierarchy to a greater degree and accept the differences of position between those with more power and those with less.
- Control vs Earning -
- Being in someone’s home levels the playing field. When we ask drivers to come to a fancy office to talk about their personal lives, we aren’t allowing them to be experts of their domain. We are imposing an artificial space that can be intimidating and a reminder that we are the ones with leverage. When you are sitting as a guest in a driver’s home, with their family picture above the kitchen table YOU are the one that is humbled and open to the experience they are bestowing upon you.
- Individualism measures how much emphasis is placed on individual achievement and responsibility. Some cultures (those with an emphasis on collectivism) are more prone to work and live in groups where credit for both success and failure is shared. You’re important because you’re part of something greater than yourself. When making decisions, you consider the group before your own selfish priorities. By contrast, individualist societies praise individual achievement and responsibility. Your success or failure is largely in your own hands and you’re expected to live and work for the most part with your own personal interests being help above those of others.
- Leading bias, dominant - passive,
- The UAI is all about measuring a culture’s tolerance of ambiguity. Some cultures tend to operate much better when ambiguity is low, everything is clearly structured and planned out with uniformly application rules and laws. Others thrive in environments where constructs are looser and less rigid. Change is embraced as a positive thing and rules are fewer and more flexible. Most countries except Thailand face well with uncertainty and ambiguity.
- Island Time - comfortable with ambiguity - ask your participant to come one hour earlier
- Schedule 3 participants for each participant you want to interview
- Empathizing: Thinking within a different culture can create design opportunities and ideas that never occurred to you before. Not all of our drivers are as literate, tech savvy, highway conditions as US drivers.
- Seattle example - Blessings