Or, more accurately, stopping it being weird. This refers to the problem that most psychology research is conducted on people that are western, educated, industrialized, rich and democratic.
Tim Kadlec considers the implication this has on our understanding of how people use the web.
We’ve known for a while that the worldwide web was becoming increasingly that: worldwide. As we try to reach people in different parts of the globe with very different daily realities, we have to be willing to rethink our assumptions. We have to be willing to revisit our research and findings with fresh eyes so that we can see what holds true, what doesn’t, and where.