Show Notes
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.
👉 If you have any tips on fantastic speakers from across the globe, feedback, or any questions, we’d love to hear from you too. Reach out to [email protected]
🔎 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
👉 Did you know that UXtweak also offers a series of webinars packed with practical knowledge for UX professionals? Check out the episode with Stéphanie Walter, where she talks about overcoming the challenges of enterprise UX: https://www.youtube.com/live/d9p4ShC_fMA?si=eYEl_S0UErpJiT4B
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.
🐝 Brought to you by UXtweak, an all-in-one UX research software. Start your research for free at: https://www.uxtweak.com/ 👈
🐝 Where to follow UXtweak: LinkedIn / Instagram / YouTube / Facebook / Twitter
More from UX Research Geeks
In this field notes episode, Petra Rajkov reflects on her conversation with Joel Barr and outlines the lessons she is applying to her own user research practice. She examines why getting out into the field and observing users in their own environment remains key for teams building software, which business metrics demonstrate the research value better than CSAT and NPS, and why she shares Joel's view that AI can support researchers but should not replace the people at the center of the work.
Deniz Kartepe, a product researcher at Miro, reflects on the most prominent changes AI is bringing to product development and UX research. He explores how agentic AI transforms the speed and quality of research, reshapes organizational culture and collaboration within teams, and redefines the skills the next generation of researchers will need. Deniz also advocates a distinctive view of the product lifecycle: bottlenecks never disappear, they simply shift from building to discovery and alignment, which gives researchers greater influence over what gets built in the first place.
Mujaahida Shakur, a behavior scientist and UX researcher with a background in public health and experience at Amazon Web Services, reflects on her journey into UX research and the challenge of translating a nontraditional career path into a compelling professional story. She explores career pivots, resume language, AI in hiring and research, inclusive recruitment, and the realities of navigating today’s job market. She also explains how she turned networking into a research project and how her curiosity turned career conversations into opportunities for learning, self-discovery, and genuine connection. UPD: During the editing process of this episode, Mujaahida was hired at the SteerBridge as a User Experience Researcher. We wish her best of luck at her new company.
Angie Amlani, Executive Director of Strategy and Research at Metalab, talks about what it really takes to design AI-native products. She covers how UX researchers can navigate AI-specific challenges like user trust and ethics, stay rigorous while working at speed, and build stronger storytelling and systems-thinking skills. She also shares tips for using AI in research for running studies, synthesizing findings, and communicating insights to stakeholders, while keeping empathy at the center of UX research.
Joel Barr, a UX engineer and software creation professional, reflects on why we need to rethink the place of UX research within organizations, arguing that researchers have much greater impact when they sit under operations rather than product. He explores the decline of field research, the importance of connecting UX to sales and customer success teams, and the risks of overrelying on AI and synthetic participants. Joel also advocates for measuring UX through business outcomes such as revenue, retention, and operational success rather than product-centric metrics, debating that only by proving its commercial impact can UX secure its future.