Cultural sensitivity is an important issue in conducting research with people from different cultures (Weinfurt & Maghaddam 2001; Papadopoulos & Lees 2002; Walsh-Tapiata 2003; Hall & Kulig 2004; dé Ishtar 2005a, 2005b; Birman 2006; Liamputtong 2008). Cultural sensitivity, according to Joan Sieber (1992: 20), is ‘the understanding and approaches that enable one to gain access to individuals in a given culture and to learn about their actual lifestyles (beliefs, habits, needs, fears and risks)’. In Phylis Eide and Carol Allen's terms (2005: 4), this is referred to as knowing the cultural context of the group that the researchers wish to work with. The researchers exhibit ‘cultural sensitivity and competence’ through their knowledge of the key values of the social groups. They also need to demonstrate ‘culturally appropriate communication and willingness to learn’.

Without appropriate cultural sensitivity, misunderstanding or (worse) racist attitudes may surface and this will jeopardise the progress of research, or at the extreme level, the termination of your project. Bahira Sherif (2001: 444) tells us about her experiences while conducting research in Egypt. Some of her American colleagues who dressed in ‘a very provocative manner’ repeatedly said that they were extremely displeased with ‘the unwanted attention’ from the men on the streets.