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.


cross cultural; consumer research; product research;


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.


Developed by Subcommittee: E18.05

Committee: E18

Staff Manager: W Scott Orthey

Work Item Status

Date Initiated: 04-15-2021

Technical Contact: Darla Hall

Item: 000