Multicultural Market and Social Research

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?

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