Focus group testing & market research

Focus group testing & community consultation

After translations have been completed in various community languages in Australia, it is often recommended that they undergo focus group testing, also known as community consultation. This means that community members read and assess the translations to ensure that they will be understood by the wider community. Due to demographic and geographic differences within migrant community groups it is vital to ensure that the translated material will be understood by all members of the migrant community.

Testing in line with target audience demographics

Community members are carefully selected representing different parts of the community in terms of education level, age, gender and geographic origin. Their feedback from the focus group testing is taken into account by the linguists and a revised copy is produced and checked again to ensure it reflects community recommendations.

For publicity campaigns to culturally and linguistically diverse (CALD) communities in Australia, multicultural research is vital to be able to decide which ethnic groups should be targeted, what representation these ethnic groups have and what is the best way to reach these ethnic groups. There are a variety of marketing strategies, but not all are suited for different ethnic groups. Find out first which groups can afford the product and how information reaches them, and then the goal is to convert this information into an effective communication strategy.

We work with ethnic radio, through audio and audio-visual productions, and with the multicultural press. 2M has distribution lists of ethnic media including a diverse range of ethnic newspapers, radio, TV and newsletters, and distributes multilingual press releases across Australia to your target markets.

To discuss how we can assist you please contact us.