A localization theory: user experience research in the United States & Canada

Today, in the internet-age with global communication every day, it is more important than ever to learn how best to communicate across cultures. However, a review of literature and localization research reveals no studies comparing written communication preferences between cultures using the English language. This gap in research led me to my question–How do localization needs or preferences differ between English-speakers in the U.S. and Canada? To answer my research question, I created a study focused on written communication using a quality measure after consulting the IBM rubric (Hofstede, 1984). I incorporated a demographics questionnaire, a sample document of an Alberta Government brochure, and a survey to measure participant perceptions of quality for use with the sample document. Participants for the study were recruited from Phoenix, Arizona and Edmonton, Alberta, Canada. All participants reviewed the Canada-based sample document and answered the questions from the survey. The survey responses were designed to obtain data on culturally specific variables on contexting, which were critical in understanding cultural differences and communication preferences between the two groups. Results of the data analysis indicate differences in cultural preferences specific to language, the amount of text, and document organization. The results suggest that there may be more significant differences than previously assumed (Hall, 1976) between U.S. and Canadian English-speaking populations. Further research could include a similar study using a U.S.–based document and administering it to the same target population. Additionally, a quality-based measure could be applied as a way of understanding other cultures for localization needs, since inadequate localization can have an adverse impact on perceptions of quality.