Alliance Creates Research Panel for Multicultural Groups

Share this article:
Community Connect and NFO WorldGroup's NFO InDepth Interactive yesterday announced an alliance that will provide marketers with in-depth data on the buying habits, brand preferences and advertising receptiveness among U.S. multicultural groups.


The partnership has produced what the two companies are calling the largest interactive custom research panel comprised of the country's three dominant and fastest-growing ethnic groups -- Latinos, African-Americans and Asian-Americans.


The companies said the agreement aims to empower multicultural marketers with the data to target these groups better and improve return on investment for their advertising efforts.


Community Connect, a developer of online communities targeting U.S. ethnic audiences, will drive multicultural consumers to NFO's online market research panels via its Web communities such as BlackPlanet.com, AsianAvenue.com and the Latino-focused MiGente.com. The three sites have more than 4.8 million registered members. NFO InDepth Interactive has an interactive panel of more than 500,000 households with more than 1.4 million interactive consumers.


The agreement means the two companies will offer marketers the chance to conduct customized market research studies specific to their brand or product, or purchase broad syndicated research data that provide in-depth, nuanced information on U.S. multicultural markets. Marketers will be able to compare spending and brand-perception levels among multicultural groups versus that of general population.


Share this article:
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

SAP Ramps Up Canadian Cloud Investment

SAP Ramps Up Canadian Cloud Investment

It's one of 16 new data centers the software company will open this year to meet a 39% increase in demand for cloud services.

Top 5 Spending and Investment Insights from Marketers

Top 5 Spending and Investment Insights from Marketers

Confidence in data-driven marketing led marketers to set high Q1 2014 goals.

MeritDirect Introduces Predictive Marketing Suite

MeritDirect Introduces Predictive Marketing Suite

New solutions include next logical product and customer lookalike modeling. The long-time direct marketing player announces it will open a San Jose office in September.