Collecting cross-cultural user data with internationalized storyboard survey

  • Authors:
  • Tanja Walsh;Piia Nurkka;Tiina Koponen;Jari Varsaluoma;Sari Kujala;Sara Belt

  • Affiliations:
  • Tampere University of Technology, Tampere;Tampere University of Technology, Tampere;Tampere University of Technology, Tampere;Tampere University of Technology, Tampere;Tampere University of Technology, Tampere;Nokia Oyj, Nokia Group, Finland

  • Venue:
  • Proceedings of the 23rd Australian Computer-Human Interaction Conference
  • Year:
  • 2011

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Abstract

Globalization and the search for experiential aspects of technology products and services have increased the demand for cross-cultural user feedback. Remote methods would suit agile global data collection, but only few common practices yet exist. Thus, the goal of the present study was to determine ways in which common visual stimulus material (internationalized storyboards) are perceived similarly and differently by cross-cultural respondents. An internationalized remote online storyboard survey was designed to collect cross-cultural user data of 252 respondents, from the USA, Brazil, India, Italy and Finland -- around the topic of mobile content sharing concepts. It was found that, for the majority of situations and details, storyboards supported a similar interpretation by users from different cultural backgrounds; and internationalized pictures assisted respondents in providing rich answers to a long survey because of a sound understanding of the intended situations and ease of imagining themselves in different usage situations.