Cultural immersions are far more than just a “nice-to-have” in the UX research process—they are a vital approach for uncovering the rich, contextual insights that drive meaningful innovation. At Studio intO, we’ve perfected the art of cultural immersions to bridge the gap between global strategies and local realities. As we wrap up our latest immersion project for YouTube, which spanned the US, Japan, Nigeria, Indonesia and Brazil, it’s the perfect time to explore why cultural immersions are a game-changer for foundational research and why they’ve become one of our most valuable services.
Cultural immersions are intensive, on-the-ground research experiences designed to reveal the nuanced behaviours, motivations, and attitudes of people in specific cultural contexts. They go beyond traditional methods like interviews or surveys, combining techniques such as ethnography, stakeholder shadowing, and observational research to create a holistic understanding of a market.
These immersions not only uncover insights but also offer a transformative experience for client stakeholders, fostering empathy and alignment across teams.
“Designing globally relevant solutions requires us to deeply understand how products interact with local cultures and contexts,” explains Joanna Brassett, CEO of Studio intO. “Immersions allow us to bridge the gap between global strategies and local realities in ways no other method can achieve.”
Cultural immersions provide significant advantages for businesses seeking to innovate or expand globally.
When Uber struggled to scale its independent driver onboarding in Egypt, Studio intO deployed a mix of usability testing, ethnographic interviews, and a 28-day longitudinal study. Our work uncovered two critical insights:
These findings not only resolved local challenges but also informed strategies in similar markets, like Pakistan and Brazil.
“Immersions uncover layers of insight that can transform a business strategy,” says Laetitia Sfez, intO’s Research Director. “For Uber, it wasn’t just about fixing a local issue; it was about scaling those learnings to comparable regions.”
Google Wallet: Learning from Market Leaders in Brazil
To deepen its understanding of Brazil’s advanced fintech market, Google Wallet partnered with Studio intO for a multi-layered research programme. Combining usability testing, competitor analysis, and stakeholder cultural immersion, the study revealed:
The research inspired local product strategies while showcasing global opportunities for innovation, cementing Brazil’s position as a fintech leader.
“Cultural immersions bridge data with real-world understanding,” says Joanna Brassett, CEO of intO. “In Brazil, seeing the fintech ecosystem up close transformed Google’s product vision.”
If you’re planning your own immersion, Studio intO has developed a framework to maximise success:
“Cultural immersions are as much about the process as the outcomes,” says Mariana De Luca, Project Manager at Studio intO. “We ensure the experience is seamless, insightful, and impactful for everyone involved.”
Beyond data collection, cultural immersions leave an indelible mark on participants. Client teams return with stories, empathy, and fresh perspectives that invigorate innovation and decision-making.
“Immersions are transformational,” adds Mariana. “They foster a deep connection to the people we’re designing for, which results in more meaningful, impactful solutions.”
At Studio intO, we specialise in orchestrating immersive research experiences that deliver unparalleled insights and alignment. With Local Researchers embedded in over 50 countries, we provide the expertise, resources, and cultural sensitivity needed to make every immersion a success.
If you’re ready to elevate your UX strategy through cultural immersions, let’s talk. Get in touch with Chloe Amos-Edkins, our Commercial Director, to discover how we can support your ambitions.
Connect with Chloe on LinkedIn
Email: [email protected]
This prestigious recognition celebrates our commitment to delivering innovative, human-centred research that empowers global brands to make informed, meaningful decisions in an increasingly complex world. In this article, we’ll explore what sets intO apart, the strengths highlighted by the award judges, and how our approach to global research continues to drive impact across industries and markets.
Studio intO’s award-winning Equitable AI Framework sets a new standard for designing fair, inclusive, and globally relevant AI systems. This framework tackles key challenges like linguistic inequity, cultural bias, and digital ethnocide, providing businesses with a clear path to develop AI that resonates across diverse cultures and user groups. Explore how the Equitable AI Framework can transform your AI strategy.
