This is a recording of a talk given at the International Search Summit Barcelona 2025. The way users search and behave online is deeply influenced by cultural, environmental and economic factors. These factors differ in different countries and impact users' needs and thus the products and content they search for online. Researching user behavior across different regions can help uncover cultural nuances, technological differences, and economic and political factors. In this talk, Sanja Markovic from TransPerfect Digital explains how the insights gained from user research can be used to build content strategies that consider differences across target regions, helping you to focus on the right kinds of content based on specific local interests.
