The impact of culture on communication during user requirements gathering : a South African banking case study

Abstract

There are limited studies on how societal culture impacts communication during the user requirements gathering process. In the South African context, this issue is more prevalent than in other societies because of different dominant ethnic groups. The study explores the impact of societal culture on communication in the user requirements gathering phase of typical projects in the banking industry. The study sought to determine the role that different societal cultures in South Africa play in the communication processes involved in gathering user requirements within the banking sector.

The study employed an interpretivism research philosophy and an inductive research approach. The research strategy was a case study strategy, which utilised a qualitative research method with semi-structured interviews. Sixteen business analysts (BAs) were interviewed. Thematic data analysis was employed to generate understanding and insights into the phenomenon under investigation.

Several insights were identified during this study, key of these include - the importance of cultural sensitivity; the role of digital communication tools; and the need for inclusive communication strategies. The study participants emphasised the necessity of understanding and adapting to diverse communication styles, balancing directness with respect for hierarchy, and using culturally appropriate metaphors and idioms. The findings highlight the challenges posed by linguistic diversity and the significance of promoting cultural awareness and sensitivity training. There was also emphasis on the importance of considering different factors, such as communication style and cultural values, when understanding how users from various cultures share their needs. The key communication techniques for effective user requirements gathering were found to be pre-session preparation, openness, adaptation to stakeholders, emotional control, trust building, engagement maintenance, and goal setting.

Recommendations include improving language proficiency, fostering cultural sensitivity, and investing in relationship-building efforts. Future research should explore broader geographic representation and use quantitative research methods to gain more understanding of the phenomenon under investigation.