Qualitative Secondary Analysis as an Alternative Approach for Cross-Cultural Design: A Case Study with Saudi transnationals

It is widely acknowledged in HCI that culture is embodied in many aspects of an individual's identity and interaction with technology. Whilst existing cultural models have been criticized for providing a deterministic view of culture, alternative methods for incorporating culture in design remain scarce. We introduce the use of Qualitative Secondary Analysis (QSA) as a bottom-up approach to construct a richer and more dynamic understanding of culture to inform our best practices in Cross-Cultural Design. We demonstrate the use of QSA within a culturally specific context, namely Saudi transnationals. We draw upon two case studies (with 55 participants) to investigate the cultural factors underpinning our participants views. We conclude with a reflection on key affordances and challenges of QSA, illustrating how QSA can be leveraged to unravel otherwise overlooked knowledge present in many qualitative HCI studies.