Summary

CIRCA was engaged by Ipsos to work on a research project for a government agency that involved business directors. The project was conducted in two phases.

Phase 1

The objective of the first phase of the research was to understand the small business landscape among CALD directors, as well as to test new business services and a series of related concepts.

To this end, CIRCA facilitated ten one-hour, one-on-one interviews by videoconference with small business directors from the following backgrounds: 3 Mandarin-speaking, 3 Arabic-speaking, 2 Vietnamese-speaking, and 2 Hindi-speaking adults from across Australia. The main purpose of the interviews was to gather feedback on the knowledge and attitudes in regard to current engagement with the new services and to test the concepts in terms of message clarity, appeal, utility, tone, and appropriateness.

Phase 2

The project’s second phase consisted of conducting concept testing of the government agency campaign. The objective of this phase was to test the success of messaging and creative concepts of the campaign to encourage Australian business directors to sign up for a director ID as part of a government agency program to modernise business registration.

At the close of the project’s second phase, CIRCA interviewed a total of 10 individuals: 4 Aboriginal and Torres Strait Islander business directors, 2 Mandarin-speaking business directors, 2 Vietnamese-speaking business directors, 1 Hindi-speaking business director and 1 Arabic-speaking business director.

Research Findings and Outcomes

CIRCA’s report provided insights into respondents’ attitudes, habits in interacting with the agency, and preferences for tested territory ideas.