A New Approach to Understanding Cultural Diversity in Australia

This paper demonstrates how, from detailed analysis of personal and family names, it is possible to develop a profile of cultural origins for any customer list. A case study using Australia’s elite sportspeople indicates the insights that can be gained and the consequent implications for sports management, player recruitment, and community development.

It concludes by suggesting that the profiling and targeting of consumers according to their cultural origins can offer new opportunities for public and commercial sector organisations, as well as help them set and meet targets in service provision.

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