Work Item
ASTM WK76567
New Guide for Standard Guide for Cross-Cultural Consumer Product Testing
1. Scope
This guide covers the general principles and considerations for planning, designing, and executing consumer product tests across cultures and countries (cross-cultural consumer research), as well as analyzing data and interpreting results. This guide gives special consideration to language and translation, questionnaire design, and test execution based on key cultural differences. Unique issues including understanding cultural customs and practices, leveraging infrastructure and technology, and aligning a research initiative across multiple cultural markets are also addressed. Case study examples are provided on planning, managing and executing a cross-cultural research project from beginning to end. This document does not recommend a specific test method or procedure. Rather, it is a discussion of relevant topics applicable to consumer research conducted with different cultures within a country and region as well as in different countries.
Keywords
cross cultural; consumer research; product research;
Rationale
E18 Manual 55 on International Consumer Product Testing Across Cultures and Countries is being converted to a standard guide.
The title and scope are in draft form and are under development within this ASTM Committee.
Work Item Status
Date Initiated: 04-15-2021
Technical Contact: Darla Hall
Item: 000
Ballot:
Status: