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International game user research

International game user research. Observations and suggestions. Examples of differences. Are there cultural differences in gamers? Japanese screen designs with DE audience Japanese DS game with UK audience Do you need different procedures? Setting up test procedures for social games in EU

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International game user research

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  1. International game user research Observations and suggestions

  2. Examples of differences • Are there cultural differences in gamers? • Japanese screen designs with DE audience • Japanese DS game with UK audience • Do you need different procedures? • Setting up test procedures for social games in EU • Japan face and name recording • Have you got the right equipment? • Power supplies

  3. Planning

  4. Insitu contact Session times Local holidays* Help with recruitment Review test materials Help with translation Locate moderator Know where to buy things Power supplies Scope out venues

  5. Schedule • Build in extra time • Customs, weather, flights, visas, passports, time zones • Punctuality varies according to stereotype* • Bear in mind when scheduling • Ideally attend at least one session • Arrive day before for set up, final briefing

  6. Facilities • Local user research studios • Office space • Hotel rooms* • Ideally centrally located*

  7. Facilitators • Highly recommend local facilitator* • Even in English-speaking countries • Better than only recruiting English-speakers • Long term: consider hiring usability, or market researcher • Short-term, university with HCI, psych • Interpreter • Even if just for one day, or first few sessions • Wouldn’t try to facilitate through an interpreter • It’s just a muddle, slow, Chinese whispers

  8. Session structures • Start from a position of strength • Confirm testing runs in your location • Or in the most similar location (language) • Maintain a similar structure across locales • In terms of question areas, questionnaires • Allow some benchmarking between locales • But give facilitators question areas • This allows room to express the question • To understand and note the wider thoughts • Not just transcribe verbatim • Distribute the session guide to the local team ASAP • Gather feedback

  9. Analysis • Use the initial briefing to help set areas of interest • And the timeline • Run testing in the lead country first, if possible • Identify additional areas of interest • Use to inform the test team, and yourself • Create a structured template for reporting issues • Follow up with phone conversation • Ask for representative, subtitled clips

  10. Debrief • Conference call • Not necessarily after the research is complete • Can be useful during the global analysis • Helps you to confirm findings from different domains • Helps to avoid natural tendency to focus on your own country • Cross-check key findings • Final debrief is always a good idea • Especially if you think you’ll be back

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