Abstract
Much of the international focus at companies tends to be on localization. Localization is critical to helping a company be a player in international markets, but strategic user research can play a significant role in driving the company’s international strategy, identifying and defining key opportunities. The methods used in strategic research also need to go beyond localization in order to realize their full potential. Properly ”culturalized” research efforts can help a company reach beyond localization in several ways. This paper will explore how Adobe Systems has engaged in research to extend its offerings in geographies outside of the United States, and in particular it will draw from examples of activities and solutions for the Japanese market.
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© 2007 Springer-Verlag Berlin Heidelberg
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Ehrlich, S. (2007). Strategic User Research at Home and Abroad. In: Stephanidis, C. (eds) Universal Acess in Human Computer Interaction. Coping with Diversity. UAHCI 2007. Lecture Notes in Computer Science, vol 4554. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-73279-2_11
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DOI: https://doi.org/10.1007/978-3-540-73279-2_11
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-73278-5
Online ISBN: 978-3-540-73279-2
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