The elusive concept of culture in design
On the 18th of April, I had the distinguished pleasure of partaking in a seminar titled “Researching Culture: a masterclass with Ipsos MORI.” Despite having been immersed in the UX realm for the past three years, this was my inaugural venture to one of these much-heralded London events — ones that I've realised are as coveted as the legendary Glastonbury tickets.
My gravitation towards this particular event was predicated on my innate desire to augment further the research facet of my professional acumen — an essential stride towards buttressing the empirical basis upon which I predicate my design decisions. Fortuitously, I was not navigating these unfamiliar waters solo; Sophie, a colleague and seasoned User Researcher had also secured a ticket. Her regular attendance at these symposiums proved invaluable as we delved deeper into the intricacies of the subject matter.
Upon entry, I was greeted by a venue that exuded a blend of modernity and brand ethos, evident in its avant-garde décor and vibrant brand-themed embellishments. An array of refreshments was swiftly decimated by the throng of eager attendees, attesting to the event's draw among professionals.
During the presentation, Alma Berliner, an Ethnographic Research Director at Ipsos, and her colleague Helle Thorsen, an Anthropologist, discussed their current projects focused on innovation. These projects included the future of digital resourcing, building a new digital advice service, and launching a second new telecommunication offering. While their approach to Discovery, Design, Development and Growth appeared similar to other organizations, it still proved effective.
Later in the presentation, the speakers shared a video demonstrating different cultural perceptions of cleanliness and helpfulness. One clip featured an Indian family who hand-washed their clothes in a sink and bath, a practice passed down from generation to generation. Another clip showed an American family who heavily relied on the use of name-brand cleaning products, such as Febreze, and placed a significant emphasis on the smell of clean clothes.
The speakers emphasized the importance of understanding the target audience and their cultural practices when designing products or services. For example, creating a cleaning product in the country of the Indian family would be pointless, as it was not standard practice to use name-brand cleaning products. On the other hand, the American family's focus on smell would need to be considered when designing a product for that market.
The presentation reaffirmed the significance of cultural research and encouraged the audience to ask questions during the recent presentation, Alma Berliner, a highly experienced Ethnographic Research Director at Ipsos, together with her colleague Helle Thorsen, an accomplished Anthropologist, shared fascinating insights into their current innovation-focused projects. These projects included exploring the future of digital resourcing, building an advanced digital advice service, and launching a second, improved telecommunication offering. While their Discovery, Design, Development, and Growth approach appeared similar to other organizations, it proved to be highly effective.
Towards the end of the presentation, the speakers showcased an enlightening video that demonstrated how different cultures perceive cleanliness and helpfulness. One clip featured an Indian family who hand-washed their clothes in a sink and bath, a traditional practice that had been passed down from generation to generation. Another clip showed an American family who heavily relied on the use of popular cleaning products, such as Febreze, and placed significant emphasis on the smell of clean clothes.
It was emphasized that understanding the target audience and their cultural practices is crucial when designing products or services. For example, designing a cleaning product in the country of the Indian family would be futile, as it was not standard practice to use name-brand cleaning products. Conversely, the American family's focus on smell would need to be considered when designing a product for that market.
The presentation reaffirmed the significance of cultural research and encouraged the audience to ask insightful questions and engage in conversations with potential users before moving forward with designs. As the world and cultures continue to evolve, designers must remain adaptable to create effective products and services that cater to their target audiences. Overall, the presentation provided valuable insights and left a positive impact on the highly engaged audience with thoughtful questions and conversations with potential users before moving forward with designs. As the world and cultures continue to shift, designers must adapt to create effective products and services. Overall, the presentation provided valuable insights and left a positive impact on the audience.