By Sunny Aaron
Creating a global test design is more than just translating words. It’s about understanding people, their beliefs, and how they think. If your test doesn’t respect cultural differences, it can hurt the feelings of the local audiences. That’s why cultural sensitivity is a must. In this article, I will explain how to ensure cultural sensitivity in global test designs and make your tests work everywhere.
1. Understand your Audience
Who will take the test? This is the first question to ask. People come from different cultures and backgrounds. Their ways of thinking and interpreting questions vary.
For example, humor may work in one culture but might confuse others. Colors, symbols, or even certain words could mean different things. Spend time learning about the audience. Research their values, traditions, and how they communicate. This step ensures that your test feels relevant and respectful to everyone.
You can start by conducting surveys or interviews with representatives of your target audience. Focus groups can also provide insights into cultural nuances.
2. Avoid stereotypes
Stereotypes can ruin a test, offend, or alienate people. Always use neutral and inclusive language. Avoid assumptions about gender roles, professions, or cultural practices.
For instance, don’t assume that doctors are always men or that engineers are always men. Similarly, avoid depicting only women as caregivers. Ensure that everyone feels included. Use names, roles, and examples that represent a diverse group of people. A test that respects diversity performs better globally.
In addition, review your test content with cultural consultants or diversity experts. They can identify unintentional biases and help you make adjustments before the test goes live.
3. Get professional translation
When creating global tests, translation is essential. But a simple translation isn’t enough. Words don’t always carry the same meaning across languages. Idioms, metaphors, and local slang can get lost in translation.
Hire professional translators who understand the cultural context. They can ensure the meaning stays intact. For added accuracy, prioritize translation review. This involves a second expert reviewing the translated content. It’s a small step that makes a big difference. It helps catch errors and ensures cultural appropriateness.
Beyond accuracy, this step ensures that the tone and intent of your questions remain the same. It also helps identify phrases that might be misunderstood or even offensive in different cultures.
4. Get feedback
Before launching your test globally, test it locally. Get feedback from people in your target regions. They can point out what feels off or confusing. Sometimes, what works in one culture won’t make sense in another.
Testing gives you the chance to fix mistakes early. It’s also a good way to ensure your test delivers accurate results. Don’t skip this step. It’s the best way to know if your test will succeed.
For example, pilot testing can involve running the test with small groups from different cultural backgrounds. Their feedback will highlight areas where adjustments are needed.
5. Be sensitive to visuals
Images, symbols, and colors can carry different meanings. For example, red is lucky in China but can signal danger in other places. Similarly, hand gestures like a thumbs-up may mean approval in one culture but can be offensive in another.
Choose visuals that are neutral and universally understood. Avoid anything that could be misinterpreted. If you’re unsure, get feedback from locals or experts in the region.
Also, consider the use of people in your visuals. Make sure that your images show diverse representations. For instance, avoid using only one ethnicity or gender in illustrations or photos. Inclusive visuals help people feel seen and respected.
6. Adapt scenarios and examples
Scenarios or examples in tests should feel familiar to the test takers. A question about baseball might work in the U.S., but it could confuse someone in a country where cricket is popular.
Tailor scenarios to fit the cultural context. This doesn’t mean creating separate tests for every region. Instead, choose examples that work broadly or can be slightly adjusted for local use.
If you’re designing for a global audience, consider using more universal examples like birthdays or seasonal changes.
7. Use clear and simple language
Avoid jargon, idioms, and complex sentences. These can confuse non-native speakers. Use short sentences and simple words. This ensures that everyone can understand the test.
For instance, instead of saying, “The task necessitates prompt action,” say, “Act quickly.” Simple language makes tests more accessible and easier to translate.
Avoid culturally specific references that might not be understood globally. Choose phrases and wording that are universally clear.