Survey Will Investigate Consumer Attitudes Of The Country's Large Multicultural Communities
Diversity Media Services Ltd. (DMS), and Ipsos Reid have joined efforts to launch Canada's first national multicultural research study. This study will explore the buying behaviours and cultural intricacies of Canada's 13 largest ethno-cultural groups in six key census metropolitan areas where nearly half the population of Canada resides. The effort will leverage DMS' cultural competency and in-house agency resources along with Ipsos' research, field reporting expertise and survey technology.
"The information we expect to collect will bridge the knowledge chasm that currently exists in today's marketplace. This study will finally allow our clients to build sound multicultural marketing, human resource, and public relation strategies based on actual information rather than assumptions," says Joe March, Director of Diversity Media Services. "The study is scheduled to take flight in March 2009 with a multi-million dollar outreach campaign in both multicultural and mainstream media targeting these groups in more than 20 languages nationally across Canada.”
The scope of this study is vital to the efforts of marketers, strategists and brand managers who are trying to successfully develop communications programs to drive multicultural consumers to their brands, products and services. The critical component of the study is the aggregation of common attributes among the 13 ethno-cultural groups across the country.
DMS aims to reinforce its belief that the opportunity to leverage common attributes among the groups will allow for more efficient marketing plans and greater return on investment for clients. First and second generation Canadians form a consumer block of more than 10 million people. Communicating with this group using messages based on a single common actionable insight provides a greater ROI than building numerous campaigns to target each group individually.
Aside from targeting first and second –generation Canadians, the study will also test the cultural commitment of third generation Canadians. In total the study will investigate the relevance of home culture to a group consisting of more than 26 million people or 75% of Canada's entire population.
Core questions will include basic demographics and psychographics as well as tenure in Canada. The outreach across Canada is set to begin in March 2009.
More information:
Jill Hong, Associate Vice President, Ipsos Reid_jill.hong@ipsos.com
Joe March, Director Diversity Media Services
jmarch@diversitymediaservices.com
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