Effective user research requires both observation and interviewing. When doing research we strive to get outside our own default expectations and perceptions, in order to better see the details of what we're looking at, in other words, to understand the cultural context. This third component is the most crucial to innovation. Interesting things happen when we leave our homes and our comfort zone, perhaps in another country where business, language, food, and more is beyond our own frames of reference. Steve Portigal, founder of Portigal Consulting, offers expert tips in both observation and interviewing, and considers the challenges and opportunities in conducting research abroad. He believes that one way to better understand a different culture is to look at how things in your own culture are handled differently. He gives some examples of how some things are promoted differently in Japan than in the United States. He states that mundane observations reveal important cultural differences.

1. Cross-cultural Research: Adventures in a Parallel Universe UX Week August, 2006 Steve Portigal Portigal Consulting

6. Three Depths of the Process Observing customers Interviewing customers Observing cultural context

9. Humans Beings are Judging Beings

11. What is Normal?

14. What Happens When We Leave Our Culture? Tips. Tricks.

23. Cultural Context

33. Contact Information Steve Portigal Portigal Consulting PO Box 370252 1133 Cedar St. Montara, CA 94037-0252 (650) 563-9839 [email_address] http://www.portigal.com