Alliance Creates Research Panel for Multicultural Groups

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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.


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