Online Multicultural Market Research Panel Alliance.

NFO WorldGroup’s NFO InDepth Interactive and Community Connect Inc. announced an alliance to provide marketers with in-depth data on the purchasing habits, brand preferences and advertising receptiveness levels among U.S. multicultural groups.

As a result of this partnership, the two companies have created the country’s largest Interactive custom research panel comprised of the country’s three dominant and fastest-growing ethnic groups – Latinos, African Americans and Asian Americans.

The two companies will offer marketers the opportunity to conduct customized market research studies specific to their brand or product, or purchase broad syndicated research data that provides in-depth, nuanced information on U.S. multicultural markets. Marketers will also be able to compare multicultural spending and brand perception levels versus that of the general population. Ultimately, the two companies will empower multicultural marketers with the data needed to better target these groups and maximize their marketing return on investment.

“Multicultural marketing intelligence has become increasingly critical as the population becomes more diverse and the buying power of these population segments becomes more significant,” according to Mark Berry, NFO InDepth Interactive president. “This alliance was driven by our desire to create services that maximize the marketing efficiency of our clients through a better understanding of these ethnic segments.”

“Our members are passionate and vocal about products and services targeting their demographics,” noted Benjamin Sun, president and CEO of Community Connect Inc. “Because of this strong voice, researchers and marketers seeking to build successful brands with multicultural sensibilities will find our members’ insights extremely valuable. NFO’s specialized expertise is uniquely positioned to capture the voice of multicultural communities.”

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