Published: May 2007
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Both New Zealand and Australia represent important markets in the Oceanic region, with a total population of approximately 24 million. New Zealand and Australia were both colonies of the British Empire and have many customs and traditions that originated in the UK.
Though New Zealanders and Australians are mainly of English decent, there are people from many parts of the world, primarily Pacific Islands, Asia, and Europe. Both countries have indigenous peoples: Maori in New Zealand and Aboriginal in Australia.
When conducting consumer testing in these countries, the test factors and setup are very similar to other western countries. It is most common for consumer testing to be conducted by market research companies or consultants in specialized booth facilities. Alternatively, tests can be conducted in halls or conference rooms and less commonly in shopping malls (assuming permission is granted). If you do not have the resources in these countries to conduct the consumer tests, there are a number of reputable market research companies that can be used to collect consumer data.
Research Manager, Colmar Brunton, Sydney,
Managing Director, Colmar Brunton Asia Pacific,