European Tech


Does national culture impact what and how we search?

One of the world’s largest technology firms sought to improve its position in a key competitive sub-category. They wanted to understand if and how national cultures might impact how consumers use the Web and Internet-connected devices (apps) to get the information they need in daily life.

This study brought us to 7 cities across 4 countries: Edinburgh, London, Munich, Berlin, Paris, Montreal, and Toronto.

The Guiding Narrative® study was able to map out how individuals access information online or mobile in a predictable rhythm across times of the day and with different goals in mind.

Differences in national cultures were noted where applicable and the client was able to extensively redesign information delivery to more accurately meet the goals of the information seeker in context of their search, rather than delivering information based on a general, pre-determined format.