Why do you need to conduct multicultural research? Ask yourself the following questions:

• Do opportunities/needs exist in one or more ethnic groups for your organisation's products or services
• Which ethnic groups should be researched/consulted?
• What is the best mode of entry to particular ethnic groups?
• What is the market potential in these ethnic groups?
• What type of communications/marketing strategy should your organisation adopt?
• What needs can your service/product realistically meet in these ethnic groups?
• Can enough of the ethnic group access/afford the service/product?
• What values are relevant to the use/purchase of the service/product?
• How can we convert our research findings to a communications or marketing strategy?

Below are some examples of research projects MMM has undertaken:

Agency	Topic	Detail
A multinational financial services company	Brand awareness and attitude on financial services	Conducted 4 focus groups within the Chinese community in Sydney.
A multinational financial services company	Views of Muslim community towards superannuation	Conducted 16 indepth interviews with Muslim community members and 6 Muslim community leaders in Sydney
Commonwealth agency	Evaluation of effectiveness of communication materials	1000 face-to-face targeted interviews with ethnic community members across 20-language groups in Australia, 100 face-to-face in-depth interviews with community organisations across the nation
State agency on natural resources	Research on ethnic community members in natural resources management	Literature review and 9 telephone interviews with welfare, religious and farmers groups in NSW
Not-for-profit organisation for children's welfare	Evaluation of media and education campaign	215 random telephone interviews, 525 face-to-face street polls, 35 in-depth telephone interviews with health professionals, 5 language groups in urban and regional locations
State government agency	Product survey	Random telephone interviews with 1,254 ethnic community members in Sydney across 3 language groups
An education institute	Branding and client satisfaction surveys	81 face-to-face interviews with current and potential students and 6 agents in Sydney. Conducted 25 face-to-face interviews overseas and fax surveys with 21 agents in Brazil, Hong Kong, Indonesia, Japan, Jordan, Netherlands, Spain and Turkey.

Below are some of the clients who have used MMM's multilingual research services:

• Australian Centre for Languages
• Blue Gecko
• Centrelink
• Department of Agriculture, Fisheries and Forestry
• Department of Lands and Water Conservation
• Hawkesbury Nepean Catchments Management Trust
• Heinz
• Independent Commission Against Corruption
• National Food Authority
• NSW Department of Ageing and Disability
• NSW Lotteries
• NSW RailCorp
• NSW Road and Traffic Authority
• NSW Sport & Recreation
• Optus
• South Sydney Waste Board
• St George Migrant Resource Centre
• Sydney Airport
• Telstra
• Western Union
• Zurich Financial Services