Mastering cross-cultural research | Chui Chui Tan | #59

Chui Chui, a cross-cultural researcher and strategist, discusses how to do cross-cultural research and why simply hiring a local research agency in the new market might not be the best approach. Chui Chui also shares practical tips and exercises on how to get buy-in from your stakeholders.

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🔎 Do you want to know more? Check out this episode at:

https://www.uxtweak.com/podcast/chui-chui-tan-mastering-cross-cultural-research

Episode highlights

00:01:32 - Cross-cultural research and strategy

00:03:33 - Case study: A dating app in Japan

00:06:37 - Understanding cultural ecosystems

00:14:21 - Cultural activation toolkit

00:21:50 - Practical tips for cultural research

00:25:16 - Challenges in cross-cultural research

00:29:38 - Planning and recruitment considerations

00:39:58 - Conclusion and resources

About our guest Chui Chui Tan

Chui Chui Tan is a cross-cultural strategist, advisor and author of Research for Global Growth: Strategies and Guidance for Cross-Cultural Insights. For over two decades, she has helped companies like Spotify, Netflix, Fiverr and Bumble expand and thrive in more than 50 markets, not by simply translating content but by culturalising their product strategies, proposition and growth plans through deep cultural and market intelligence.

She works closely with product and UX teams to uncover the hidden cultural assumptions in design and decision-making, helping them build experiences that resonate globally and feel local everywhere.

Chui Chui also advises at board and C-suite level, guiding leadership teams through international growth, cross-market complexity and culturally-informed innovation so products and businesses don’t just scale, they land.

🔎 Where to follow Chui Chui

LinkedIn

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About this podcast:

Welcome to UX Research Geeks, where Tina Ličková, a researcher and strategist, talks with researchers from around the globe about topics that matter to them.

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