Brief: Use An Ethnographic Approach To Enrich Personas For Local Markets

With customer experience emerging as the new battleground in the fight to win, serve, and retain customers, localization is an urgent and relevant topic for global companies expanding into culturally diverse markets. Most companies understand the need to localize but are not doing it well enough. Customer experience professionals with regional or global responsibility need to use ethnographic research to tighten up their personas and win segment-specific opportunities. This report is the first in a three-part series dedicated to tools that customer experience professionals can use to localize products and services that will resonate with local segments.