Abstract:

Market research plays a significant role in the new business practices of the Australian government public sector. This paper summarises the major reinvention of the Australian government public sector since the mid-1980s. It outlines six case studies that highlight the innovative use of market research techniques to create responsibility for outcomes and in the development of accountability mechanisms linked to improved service delivery to the Australian community. The paper concludes with a detailed case study from the Child Support Agency, which has been using market research to drive organisational improvement, segment clients and restructure service delivery since the early 1990s.