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?

Some Examples

  • Not-for-profit organisation on children – 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 department – Smoking research – 500 random telephone interviews in two languages
  • Multinational Money Transfer Company – Brand awareness and attitude on money transfer service – Conducted 4 focus groups within the Chinese community in Sydney.
  • Multinational financial services company – Views of Muslim community towards superannuation – Conducted 16 interviews with Muslim community members and 6 Muslim community leaders
  • Commonwealth welfare agency – Evaluation of effectiveness of communication materials – 1000 face-to-face targeted interviews with CALD members, 100 face-to-face in-depth interviews with community organisations, 20 language groups

MMM Capability

New Technology

MMM has conducted multilingual research using in-house computer-assisted telephone interviews (CATI) systems and computer-assisted personal interviews (CAPI) with tablet PCs. Please see the “Building a New Life in Australia” Project.

Over 170 Languages

We have conducted research in over 170 languages, including: Albanian, Amharic, Arabic, Assyrian, Bengali, Bosnian, Bulgarian, Burmese, Croatian, Czech, Danish, Dari, Dutch, Fijian, Filipino, Finnish, French, German, Greek, Hebrew, Hindi, Hungarian, Indonesian, Italian, Japanese, Khmer, Korean, Kurdish, Lao, Macedonian, Malay, Maltese, Persian, Polish, Portuguese, Punjabi, Romanian, Russian, Samoan, Serbian, Simplified Chinese, Slovak, Somali, Spanish, Sudanese, Swedish, Thai, Tongan, Traditional Chinese, Turkish, Urdu, Vietnamese