Back in April, I attended the AO Forum on behalf of VICTVS, where I had the opportunity to hear from a range of expert speakers covering topics such as how to run an awarding organisation, AI, and robotics.  One standout session was delivered by Jonathan Ledger from the Department for International Trade.  His talk focused on how companies can successfully expand into global markets, and what that process should look like for long-term success. 

As VICTVS operates globally, Jonathan’s insights were particularly relevant.  I was especially interested in two key areas of his talk: the importance of conducting thorough, country-specific research before expanding into a new region, and the principle of total country inclusion.  On this second point, Jonathan argued that awarding organisations must deliver their services across entire countries, and stressed the need to reach learners in remote and underserved regions with equal commitment. 

While Jonathan’s talk was aimed at awarding bodies, these points are broadly applicable to a wide range of businesses, including assessment providers like ourselves.  There are specific challenges that we tackle while delivering exams on an international scale, and it is only by doing our homework on each country that we overcome them.  

The Importance of Cultural Homework 

Context matters when expanding business into new countries.  Every culture has it’s norms and it’s vital to do your homework on what they are – especially in areas like communication, decision-making and local traditions.  The book ‘Culture Mapping’ by Erin Meyer goes into this idea in greater depth, highlighting how there’s often invisible boundaries brought about by cultural differences that can hinder international collaboration.  

An example of cultural differences that we see in our everyday lives is humour.  In the UK, sarcasm and self-deprecation are common ways of connecting.  But this style doesn’t always translate.  In countries like America and Japan, British humour can sometimes lead to confusion.  

This might seem small, but in a global workplace, it really matters.  Cultural misinterpretations of humour can undermine trust, confuse communication, or accidentally cause offence.  That’s why it’s often best to avoid sarcasm, irony, or deadpan delivery in cross-cultural or high-stakes contexts unless you’re sure your audience shares the same references. 

Understanding these cultural nuances is essential when working with invigilators and test centre managers globally so that we can deliver high-stakes exams effectively in each region.  

There are also significant differences in how academic terms and educational systems are understood across regions.  For instance, in the UK, ‘college’ typically refers to post-16 education that isn’t university.  In India, it’s often an institution affiliated with a university.  In Ireland, it’s used interchangeably with ‘university,’ and in the Philippines, a ‘college’ usually refers to a faculty within a university. 

Failing to understand these distinctions can lead to confusion, miscommunication, and even reputational damage when working internationally. 

Infrastructure and the Global Digital Divide  

Access to digital infrastructure varies widely around the world, and this presents a significant challenge for global assessment delivery. 

In the UK and Europe, there are generally high levels of digital literacy and access to fast WiFi speeds – though exam candidates living in more rural areas can still struggle to find a strong connection.  

However, this isn’t the case across the globe.  In countries like Afghanistan, internet infrastructure is limited; this often results in very slow WiFi download speeds of around 5-10Mbps.  The same can be said for Ethiopia, which has a state-run telecom monopoly, and Sudan, the Democratic Republic of the Congo, and Zimbabwe.  

In many regions, low digital literacy is an additional hurdle – particularly in rural areas, where people may have limited access to devices, training, or reliable internet. 

At VICTVS, we respond to these challenges by offering a flexible range of assessment formats, including centre-based computer tests, paper-based exams, and fully remote assessments through our V3 platform.  This allows candidates and test centres to make an informed choice of format that best suits their local infrastructure and connectivity. 

We also collaborate with partners to create bespoke solutions.  For example, we are currently supporting assessments aboard a barge equipped with Starlink internet. This mobile centre travels to Gabon, the DRC, Cameroon, and Congo, delivering computer-based exams in remote regions with limited digital infrastructure.  This approach enables us to reach candidates in areas where education services are otherwise inaccessible. 

Providing extra options like this for those who need it really makes a difference and allows services to be brought to those in rural areas, who often need them the most. 

Total Country Inclusion 

The principle of total country inclusion referenced by Jonathan Ledger in his talk is an important one.  While every business should consider their global reach, when it comes to providing educational and assessment services, it is especially important.  

Every person should have the right to an education and the opportunity to earn a qualification, regardless of where they live.  But achieving this requires more than just technology; it requires cultural understanding, awareness of different regulatory frameworks, and an equal commitment to every learner – not just those in major cities. 

Reaching remote learners may involve overcoming logistical challenges, navigating diverse regulatory environments, or rethinking how assessments are designed and delivered.  It means ensuring that people in remote or underserved areas receive the same high-quality experience as those in better-connected regions. 

For VICTVS, total country inclusion is something we are always striving for.  It drives us to build global systems that work everywhere, not just somewhere. 

Unexpected Local Barriers 

Alongside the logistical challenges of delivering assessments globally, there are smaller challenges which need to be considered and overcome.  

We recently received an email from a candidate in Tehran, Iran, who had been experiencing difficulties while sitting a remote exam due to noise in their neighbourhood.  This candidate was worried that the noise of a street seller outside their window would violate exam rules which state that candidates should be doing their assessment in a quiet space.  

In this instance, ourselves and awarding bodies need to be understanding of the different environments people live in across the globe.  As well as noisy neighbourhoods, other factors such as climate, local events or political disruptions must be considered when arranging exams and talking to candidates.  

At VICTVS, the local invigilators we have around the world play a key role in keeping us informed about certain events and disruptions, enabling us to arrange exams that work for everyone. 

Local Insight Is Central to Global Success

Expanding into international markets isn’t just about scale or logistics, it’s about understanding people and places.  At VICTVS, our work delivering assessments around the world has shown that long-term success depends on more than just good infrastructure; it relies on knowing how to operate within each unique cultural and regional context. 

Whether it’s navigating local customs, working around limited connectivity, or adapting to unexpected conditions on the ground, every region brings its own set of challenges and opportunities.  These issues need to be treated as a priority and not as an afterthought, as dealing with them is central to doing the job well.  Global strategies must be built around local realities if they’re going to succeed.  

To be effective internationally, systems need to be built to a high standard, and to meet the needs of different communities. That requires more than just technology: it requires local knowledge, strong partnerships, and respect for each unique cultural context.  

At VICTVS, total country inclusion is a principle that shapes how we work every day.  This is because we believe that everyone, no matter where they are, deserves access to an assessment that is fair, secure, and designed with their context in mind.