Why 9 is not always 9? How culture impacts user research

When it comes to cultural difference, it is an important aspect that influences user research and analysis. What do we need to consider when organizing and conducting research in a multinational enterprise? We will share our experience, learnings, and observations on when not to conduct user research, and explore whether numbers always reflect the same level of satisfaction in different cultures. Finally, we will reflect on what we, as UX people, have to consider when working in a large organization.