A series of illustrations illustrating how user research at Spotify is being used to jump ahead of shifting trends amongst global cultures.
Showcasing Cultural Immersion
![](https://cdn.myportfolio.com/e1c670bd-cfbc-4844-85fe-3f73a09f08dd/b27572e1-391d-49da-a25d-d1455103cf64_rw_1200.gif?h=8764dc58a802eccfbc43d83ace3bcb9d)
Hiring more diverse teams from different geographical and cultural backgrounds
![](https://cdn.myportfolio.com/e1c670bd-cfbc-4844-85fe-3f73a09f08dd/39434304-7d2a-4da0-ac02-a4a556104b0f_rw_1200.gif?h=f54ba6f55a768dfda53fa3dc6d5899d6)
Approaching research in new markets with a clean slate
![](https://cdn.myportfolio.com/e1c670bd-cfbc-4844-85fe-3f73a09f08dd/e6f3bd2d-d3aa-4cfd-9039-1d9c527294f7_rw_1920.gif?h=32ce552a36f91bdefbdc11d7b0fd92cd)
Influence of Eastern hubs