In the Spring of 1981, the 1980 European research programme was adapted and used in South East Asia. The main objective of this study was to look at the impact of the launch in S.E. Asia and to check that the editorial content of the newspaper was meeting the needs and requirements of readers and potential readers. The technique worked very well in S.E. Asia. As in Europe the qualitative and quantitative phases yielded similar results. The main conclusion of the Asian study is that readers of the IHT in S.E. Asia have similar views about the newspaper as their European counterparts.