Saturday 4 September 2010

The 2001 Census recorded an ethic minority population of 4.6 million or 7.9% of the UK population. The minority ethnic population grew by 53% between 1991 and 2001 and is set to continue to grow.

Businesses are becoming increasingly becoming aware of the significance of ethnic minority groups as consumers of products, advertising and programmes, while public sector organisations have long focused on inclusivity. Ethnic minorities are important not just in the context of ‘ethnic’ brands but also in relation to mainstream brands such as banks, clothing stores, supermarkets and so on. As well as the largest and most visible communities, we have experience of working with Eastern Europeans, Latin Americans and those from white minority groups such as South Africans, Australians and Irish travellers.

We offer a full service to companies seeking to tap into the ethnic minority market, from helping clients to construct briefs to designing and carrying out projects.

We can help you define your target audience. For example, as well as ethnicity, you may need to consider issues of culture, generation, religion, language and gender.

And most importantly, we can open doors to this lucrative market by providing expert, professional recruiters and moderators from the same background as respondents. We find that this helps to establish trust, thereby improving co-operation rates and the quality of information gathered. We also feel that it is essential in interpreting ethnic research that the researchers understand the culture and traditions which underpin respondents’ behaviour, needs and motivations in a particular category.

If you have a brief which either solely or partially includes research among minority communities, please get in touch.

Connect Research
Southbridge House
Southbridge Place
Croydon
Surrey
CR0 4HA

Tel: 020 8240 4490
Fax: 020 8240 4440