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Intercultural Awareness Profiler (IAP)

Every existing culture has a place in between two extremes of seven cultural dimensions. Five describe interpersonal relationships, one in relation to time, and one in relation to the environment. To measure culture, we have created the Intercultural Awareness Profiler.

What is the Intercultural Awareness Profiler?

Based on 20 years of research on Fons Trompenaars’ Seven Dimension of Culture model, the Intercultural Awareness Profiler is a diagnostic questionnaire designed to assess the personal orientation of choices that an individual makes when resolving intercultural business issues. Using a range of diagnostic questions, the questionnaire is able to elicit individual cross-cultural orientations against the Seven Dimensions of Culture model.

What is the purpose?

The personal cultural profiles serves as an input to increase the individual’s awareness of his/her cultural orientation. Understanding one’s own cultural profile is the first key step in enhancing job performance and bottom-line business results when working with other cultures. The tool allows the user to perform a comprehensive personal analysis of their own cross-cultural orientation based on their individually generated profile and the personalized feedback provided.

The questionnaire can be set up in different ways and can include a component to produce a corporate culture profile. Further questions can also be used to sub-group participants according to their roles, functional areas or other variables and, thereby, provide insight into the group’s orientation in relationship with other national and/or organizational cultures.

When it should be used?

The tool can be included in workshops, training or coaching interventions with individuals or groups involved in international projects or context, in order to raise awareness of individual cultural orientation and orientation of the team. Specifically, the personal cultural profiles are regularly used in exercises in (virtual) training programs and coaching to help structure the respondent’s experiences.

What makes the Intercultural Awareness Profiler unique?

The questionnaire has been completed by over 140,000 managers, thereby creating one of world’s largest, living cross-cultural reference databases, providing individual and group insight for cross-border effectiveness.

Additional information
  • Various methods of administering the questionnaire, depending on client needs
  • Profiles available either in hard copy or online 
  • Questionnaire available in multiple languages
  • Can be used in conjunction with the Culture for Business App, a self-paced, e-learning tool