USING RESEARCH TO IMPROVE YOUR PROJECT SUCCESS WITH ETHNIC COMMUNITIES

The recession is hard upon us. How can you make sure your research or marketing dollars are well spent? Conducting targeted research can improve the cost effectiveness of your campaigns.

Well targeted research can help you understand the make up, attitude and behaviour of your target audience. Just as an example, a view of international student communities in Australia provides the following interesting results:

Figure 1 below shows the top 10 markets of international students in 2008. (source: www.aei.gov.au)

China and India still dominate the chart.

An interesting aspect of this research shows the dramatic growth in Nepalese and Vietnamese student numbers in Australia in 2008 (see figure 2).

From Figure 3 below, Nepalese students are mainly in VET education (Vocational Education and Training) while Vietnamese in ELICOS (English Language Intensive Courses for Overseas Students).

Consequently, there are substantially more Vietnamese students aged 19 or younger than the Nepalese (Figures 4 and 5).             Do you want to know more about your target communities in order to maximise the success of your campaigns? Multicultural Marketing and Management specialises in demographic analysis, social or market research.   Contact us if we can help you with your campaigns.