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Title:

A Quick and Dirty User Profiling Technique

Author:

Chavan, A.L.

Abstract:

This paper proposes a ‘quick and dirty’ technique to profile users who belong to a culture that is different from the country where the product originates. The first step involves examining four diverse aspects of the target culture’s lifestyle. The second step entails reviewing existing cultural context data gathered by marketers, for the culture in question. The third and final step involves analyzing the information gathered in the course of the previous steps, using etic typologies such as power distance, individualist/collectivist, masculine/feminine, uncertainty avoidance, high/low context, etc. and arriving at a profile of the local user community.

Original publication:

Prabhu, G.V. & E.M. del Galdo. Designing for Global Markets, 79-93. 1st International Workshop on Internationalization of Products and Systems. Rochester, N.Y. USA. May 20-22, 1999.

Copyright:

© 1999 Product & Systems Internationalisation, Inc. ISBN: 0-9722184-2-4

Availability:

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©2018 Product & System Internationalisation, Inc.