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Joanna Brassett | Get ready for growth with the Cultural Approach to Global Innovation #CPSG1
Joanna Brassett | Get ready for growth with the Cultural Approach to Global Innovation #CPSG1
Talk: Joanna Brassett | Get ready for growth with the Cultural Approach to Global Innovation #CPSG1 Other
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The value of design can be seen across all industries. But in recent years there have been issues sparking fear among product & service designers who don’t know how to grow in a “post-globalised” world. Innovation has always needed research; but we are now seeing that personas and customer journey mapping just aren't enough to deliver products with global reach.

We need to take common research methodologies one step further and start to understand the cultural context of our users. By uncovering behaviours that have been embedded into different cultures throughout time, we can start to build seamless experiences for multiple users, in any country. INTO has created a cultural approach: a set of global research methodologies that combine micro level ethnographic view with a wider macro perspective of trends and social drivers. With a curated team of 80 Cultural Guides who work across 65 countries, we are able to understand multiple users from global and local perspectives: making sure we understand the cultural nuances of users and the experiences that are intuitive to them, everywhere.

Through this talk attendees will grasp an understanding of the importance of combining local and global cultural perspectives in order to grow their brand, product or service. Looking at how to go further than ‘design thinking’ and ‘human centered design’ methodologies; and the best ways to conduct research across the globe to understand how to design experiences for different cultures and complex backgrounds.


Joanna Brassett is the director and a founder of Studio INTO, a global innovation consultancy based in London with a satellite team of 80 Cultural Guides in over 65 countries. Her expertise combines design research, social science and strategic innovation, specializing in turning cultural insights into relevant business strategies. Joanna trained at Central Saint Martins College of Art & Design and the London School of Economics before working as a brand packaging designer and a senior design researcher and strategist at Seymourpowell. She is also a visiting professor at Anhalt University of Applied Sciences, Department of Design, Dessau, Germany.

She has previously spoke at TEDx, BBC, Qual360 2017, Service Design Days, has featured on design-centric / research podcasts and written for Contagious, INC. and LSN Global.




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