Many international research projects, market studies and consulting assignments assume that people will openly share their views when asked.

My experience in Africa and other non-Western contexts suggests that reality is often more complex.

The quality of the information collected depends not only on the methodology chosen but also on whether that methodology is compatible with local communication patterns, trust-building processes and culturally appropriate ways of sharing information.

In some contexts, people are reluctant to express opinions in writing. In others, meaningful information only emerges after trust has been established. Elsewhere, respondents may focus on maintaining social harmony, protecting relationships or providing answers they believe are expected.

Sometimes an interviewer is perceived as an inspector, auditor or representative of authority. Sometimes criticism is avoided. Sometimes information is withheld while polite answers are provided.

These responses should not necessarily be interpreted as dishonesty. They often reflect culturally appropriate ways of communicating and managing social relationships.

When cultural dynamics are overlooked, the information collected may not accurately reflect the reality being investigated.

This is why the choice of a research methodology should take into account not only technical considerations but also local communication styles and the conditions required to build trust.

Understanding cultural dynamics can significantly improve the quality and reliability of information gathered in research, consulting and international development projects.

One of the areas where I support organisations is helping them anticipate and navigate these cultural challenges when designing research, conducting evaluations or gathering information in international contexts, so that the findings more accurately reflect the reality they seek to understand.