Australia: Researching the World's Diversity—in One Country

There is no question that Western and Asian markets differ in many ways—not just in tastes for clothing, food and music but also in how major products are used and perceived.

This diversity is reflected in differences in home design, tastes and product usage—and that is why so much market research has to be replicated across many countries. Now, smart Asian exporters are finding simpler and more cost-effective ways to predict how global markets and different cultures will respond to product developments—both in fast-moving consumer goods and particularly in brown and white goods. It is not surprising that countries like South Korea, which is fast becoming one of the economic powerhouses of the 21st century, are turning to Australia as their first (and possibly last) port of call for offshore market research as a gateway to the West.