The goal of this workshop is to get industry practitioners to rethink or requestion design research methods when applying to a very different culture. Kaizor will share our 15 years of experience and learnings when conducting User Research in one of the BRIC countries - China and methodologies we have invented adapted to cultural nuances. e.g. using WeChat to recruit Chinese users Participants will be immersed in a deep cultural exchange and brainstorm in teams new ways to understand users in their own cultures. Teams will discuss why and how some methodologies works better than others in certain cultures. The workshop will also encourage participants to leverage new technologies and tools possible today which was not around when User Research was invented back in the 80's! Who should attend? Business leaders, user researchers, service designers, UX designers, product strategists. What topics will be covered? - Learnings of User Research in one of the Emerging Market - China - How we reinvented methodologies based on the Chinese culture - How you too can reinvent User Research methods based on different cultures - Leveraging technology platforms to advance research methods What are the activities? - Presentation on learnings of how cultural differences affect User Research in China - In break-out teams, identify cultural differences in different Emerging Markets - Teams brainstorm new ways to overcome such challenges based on own cultural framework - Effectively leveraging technologies and rapid prototype methods - Share results and insights What will people take away? - Understand the importance of cultural differences and context when conducting User Research - Reinvent methodologies based on Emerging Market differences - Learn from other cultures and borrow methodologies for your next project - Look into how we can better leverage technology to understand users - Actionable methods to use back home from the workshop

1. Kaizor Innovation
Elaine Ann, Founder / Director
Reinventing User Research
Approaches for Emerging Markets

2. source: http://brilliantmaps.com/population-circle/
Hong
Kong
Floripa

3. source: http://agroinfo.com/en/news/brics-countries-will-help-to-overcome-hunger-and-poverty-in-the-world/

4. source: PWC Ireland Feb 2016 http://bit.ly/2j0cPh6

5. AGENDA
10am Topic + Intro
Emerging Market Methods Case Sharing - China
10:30am Team Formation (2 persons cross-cultural teams)
10:40am Workshop Part 1) Cultural Differences Affecting User Research:
•Interview each other (15mins)
•Complete Worksheet: Identify Cultural Differences (15mins)
•Team Sharing (20mins)
12pm BREAK
12:30pm Workshop Part 2) How Might We Reinvent User Research Methods
suitable for local cultures?
•Brainstorm on Post-It Notes (30mins)
•Rapid Prototype Methods (30mins)
•Team Sharing (30mins)
2pm Wrap Up

6. BACKGROUND
We conduct
ethnographic/user
research/user testing
in China for product
and services innovation
for the past 15 years in
1st, 2nd and 3rd Tier
cities in China.
Users ranging from:
•Self-employed
•Business owners
•Technology managers
•Sales managers
•Marketing managers
•Executive secretaries
•Government officials
•Stay-at-home moms
•College students
•Hospital staff
etc.
We’ve conducted
research in homes,
offices, retail and
captured videos and
insights evidence for
our client’s product
teams.
BEIJING
Kaizor Innovation is a strategic innovation consultancy
with over 15 years of experience helping MNCs and
Western innovation consultancies strategise their
products for the China market including:
• medical
• healthcare
• consumer electronics
• mobile payment
• internet businesses
• retail security
• luxury brand
• etc.
15years
500china homes
3000hours of videos
SHANGHAI
HONG KONG

7. Elaine’s Background

8. OUR CLIENTS - GLOBAL

9. © Copyright 2002-2005 Kaizor Innovation Limited.
Shenzhen
华东
华北
华南
大西北
华中
We’ve conducted User Research in many 1st / 2nd / 3rd Tier cities in China:
• Shanghai
• Beijing
• Hong Kong
• Shenzhen
• Guangzhou
• Dalian
• Shenyang
• Wuhan
• Tianjin
• Tangshan
• Shijiazhuang
• Nanjing
• Ningbo
• Jinghua
• Xiangshan etc. © Copyright 2002-2010 Kaizor Innovation Limited.

12. Source: Richard Nisbett Culture and Cognition - Geography of Thought: How Asians and Westerners Think Differently

19. 级别集体 vs 平等个⼈人
Hierarchy / Collectivism Equality / Individualism

20. Source: British linguist Richard D. Lewis http://www.businessinsider.com/leadership-styles-around-the-world-2013-12

21. Source: British linguist Richard D. Lewis http://www.businessinsider.com/communication-charts-around-the-world-2014-3

22. Source: British linguist Richard D. Lewis http://www.businessinsider.com/communication-charts-around-the-world-2014-3

23. Source: British linguist Richard D. Lewis http://www.businessinsider.com/communication-charts-around-the-world-2014-3

24. Top 10 Tips for
User Research in China

25. 7
1
Cold Calling
Doesn’t Work
Cold calling doesn’t
work in China. Chinese
people trust primarily
friends/family network
2
Take Time to
Warm Users Up
Take time to build rapport
with Chinese users and
ask about their personal
life beyond research
4
Treat Users
Not as Subjects
Western methodologies
are “truth seeking” and
might come across to
Chinese users that they
are under scrutiny
6
Use 1 Liner
NDAs
The Chinese fabric of trust
is in people and not on a
piece of paper. Asking
users to sign a 5 page
NDA up front could blow
the interview. Even if its
signed, its not enforceable
7
Red Packet
Respondents Fees
Always use red packages
for respondents fees instead
of hard cash. Chinese are
used to receiving money in
red packets, now its going
digital with WeChat Pay
8
Use Buddy
Groups
Instead of focus groups
putting together a group
of strangers, form groups
of 3 Chinese users who
are already buddies or
family members where
they feel safe to share
9
Only Record
After Warm Up
Video taking can be very
sensitive for some
Chinese due to history
of Cultural Revolution
and low trust level. Only
ask to record after trust
is established
3
State Purpose
of Questions
Let Chinese users know
why we are asking
certain questions will
put them as ease to allow
for more natural answers
5
Bring Gifts
China is a gift-giving culture,
bringing gifts beyond
respondent fees will be met
with appreciation from
Chinese users
10
Take Off
Your Shoes!
Its a must to take off your
shoes when entering
Chinese homes, even if
they say no need. No
might just be politeness
and a no actually means
yes. Its rude not to

26. BULL
不 好 意 思
sorry…
HOLE EASY

30. Be Water My Friend
－ Laozhi

31. 上善若⽔
－ 老⼦

32. Brazilian American Chinese

33. Jiu Jitsu Boxing Jeet Kune Do

35. Martial Arts

36. 止戈Stop Weapon

37. How your culture affects
how you research & design?

38. Part 1

39. Cultural Differences
Affecting User Research

40. Part 2

41. How Might We…
Reinvent User Research Methods
suitable for your culture?

42. Pay Users via WeChat Red Packets

44. Join Us!
www.digitalchina.kaizor.com

45. thank you.

46. www.kaizor.com
elaine.ann@kaizor.com