Skip to main content

Save or Share this Report

For Customer Experience Professionals

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

Localizing Customer Experiences, Part 1

April 10, 2015

Primary author headshot


Why Read This Brief

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($395 USD).