Community Consultations - Multicultural Market Research and Focus Testing

Multicultural marketing projects often require market research to test the effectiveness of campaign materials. In consultation sessions, ethnic community representatives meet with LOTE Marketing to provide a valuable insight into their cultural way of life along with advice that supports the development of effective ethnic communication strategies. In support of its multicultural strategic advice LOTE Marketing has established a community consultative process through which it explores the success or barriers to effective ethnic communication.

LOTE Marketing has very strong relationships with a broad range of community leaders, enabling us to bring together ethnic community members for individual campaign requirements. Depending on research scope, up to 15 appropriate participants and an interpreter are sourced and two LOTE facilitators appointed to manage each consultation. Working through an agreed questionnaire, participant responses are recorded and collectively form the basis of a conclusive report for the client.

Community consultations can be pivotal to the success of multicultural marketing and communication campaign strategies, particularly where the objectives are to inform, educate and actively engage with the target group.

Whether it be pre or post campaign research, community consultations and focus groups gather invaluable data from participants and community leaders, which can not only add to the success of the campaign but also provide very useful information for future ethnic communication strategies.

Community consultations and focus groups are also a great way of involving the target audiences in monitoring and evaluation of the ethnic communication campaign.