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M. F. KERSLAKE, Director, Sensory Services, Kraft Jacob Suchard, Postfach 830550, Munich, D-81705, Germany

Successful product development has demonstrated that experiences can be transferred across national boundaries, provided those criteria important for consumer success are included in the product bundle. Experience on four continents in twenty-two countries with specific testing techniques demonstrates that they can be made to work in very different cultural environments. Keys to successful transnational product testing are flexibility in requirements, awareness of cultural norms, and a deep understand the core technology of the testing process you wish to use. Understanding of the consumer psychology and patterns of behavior through observation or relationships with good national country research agencies enables the researcher or marketer to place the appropriate test methodology in place for any country to obtain actionable results. While the marketing spin on the product concerned is key to producing a successful bundle in those markets, the product must match to the claims being made and fit a niche in the consumer shopping basket or lifestyle situation regardless of the country boundaries.