Postcards from the Edge of Global Research — Oops: Gestures Gone Wrong in Backrooms Around the World

So, you’re working on a global qualitative research project in a country you’ve never visited before. The lights in the backroom have dimmed. You turn up the volume on your headset to hear the simultaneous interpreter speaking your language. And you watch as your moderator greets the research participants, welcoming them to their seats. So far, so good — just like watching back home!

Whether you’re a global research coordinator, the regional head of consumer insights or a member of the client’s creative agency, your primary job behind the one-way observation glass is usually to watch and listen for amazing new insights and ideas that will propel the product or brand you’re focused on into an awe-inspiringly successful future.

I’d like to argue that your role as an overseas backroom attendee should also extend to acknowledging the cultural environment you are visiting — whether it’s for the 1st time or the 10th time. I’m not suggesting that you have to learn the entire language or attend a three-month cultural immersion course. I’m also not suggesting that you have to be perfect all of the time — honestly,  it’s extremely easy to make mistakes and forget where you are, especially when you’re traveling from country to country in no time flat.

Speaking of not being perfect, here are a few cautionary tales I’ve gathered along the way:

• In some parts of the world, the simple “thumbs up” gesture means “things are going really well.” But to Australians, it means “up yours.” That’s not exactly what I was going for as I tried to ensure that my backroom attendees were getting what they needed out of the research I was conducting. Thankfully, many of them weren’t originally from Australia.

• If you’re a scuba diver, the joining of the thumb and first fingertip is the universal symbol for “I’m OK,” but in Brazil, it’s a derogatory gesture with sexual connotations. I once saw one of my clients make this gesture to an entire backroom of Brazilians, with no clue about what it meant. Oops.

• Shaking hands, which is a common business practice in many parts of the world, isn’t a natural for some cultures, so gregariously putting out your hand may be viewed with disdain or discomfort by some (e.g., observant Muslim women, even if they’re seasoned professionals with worldwide experience).

• Being indirect and not making strong eye contact is also the norm for many cultures, especially in Asia, so it’s a good idea to take care in how you address people, particularly when asking someone to do something for you. This can be difficult when you only have a few hours of field time in country and you urgently need your moderator to deliver for you. I guess the best option is very good advanced planning, so you’re all on the same page to begin with. Even then, things can get lost in translation, so patience is a virtue.

• When visiting China, don’t leave your chopsticks sticking out of your rice. This is symbolic of death.

I should also mention that basic greetings and proper distribution of business cards can be important to set the right tone before your first focus group starts. What you wear can also transmit a variety of unintended meanings, so it’s best to err on the side of being conservative.

How do you know what to do and what not to do when visiting another country? To give yourself a bit of an advantage, you can read some good books out there like “Behave Yourself” and “Express Yourself” by Michael Powell. There’s also plenty of information on the Web you might want to print out before your trip. Once you arrive, see how your local backroom observers act and try to emulate their behavior as best you can.

Any backroom stories you would be willing to share? If so, I’d love to hear from you! Send me an e-mail — or leave your comment below this post. Thanks for reading my latest Postcard from the Edge of Global Research!

Categories: Cross Cultural Research, Ethnographic research, Global Expansion Research, Market research