Cultural differences in a market study of manuals

Summary form only given. Ericsson Mobile Communications AB, Lund, Sweden, conducted during the fall of 1997 a series of qualitative market tests regarding user manuals for mobile phones. The purpose of these tests was to see what people in five different countries - Sweden, Great Britain, Italy, USA, Hong Kong and Malaysia - thought about the layout and the functionality of four different manual concepts. Many people were of the same opinion when it came to the layout of the manuals. However, some differences were obvious and in my Idea Market, I intend to briefly report on the tests and the results fLom them and tell participants about the differences. The "ideal manual" per country will be presented.