The United States, Canada and the United Kingdom are all individualistic countries, thus participants in usability tests should behave with similarly.
The Culturally Customized Website (Singh & Pereira, 2005) does note a couple important differences:
Targeting Canada may mean a secondary target of the French in Canada. (preface)
Even though the United States and Britain are considered culturally similar, English usage differs slightly between these two countries. (chapter 2)
The book also shows that the three countries are similar on the following traits:
- Low on uncertainty avoidance (the importance of predictability, structure, and order vs. willingness for risk-taking, less structure and ambiguity). The three countries are toward the latter, with the UK being the lowest.
- Mid-low on power distance (belief in authority and hierarchy vs. power being distributed). The three countries are toward the latter.
- Mid-high on masculinity-feminity (belief in achievement, assertiveness, and ambition vs. nurturing and caring for others). The three countries are toward masculinity (the former).
- Low on high-low context (information embedded in the context or internalized vs. straightforward, detailed messages). The three countries prefer the latter.