TORONTO – The results of a new study presenting a comprehensive picture of Canada’s fastest-growing market segments will be released on March 1, 2006 by Toronto-based Solutions Research Group.
“There are nearly five million consumers of diverse ethnic backgrounds living in Toronto, Vancouver and Montreal and their perspectives are not being captured adequately by traditional market research studies. With Canada’s population expanding by one million new Canadians arriving every four years, we must understand this major driver of change in our marketplace in order to translate it into successful marketing or policy-making” says Kaan Yigit, study director, in a release.
The study, which will be previewed at a Broadcast Research Council gathering on February 22 in Toronto, delivers its perspective of key cultural groups in Vancouver, Toronto and Montreal where a total of 3,000 respondents were interviewed in nine different languages: English, French, Cantonese, Mandarin, Punjabi, Hindi, Urdu, Spanish and Italian.
“The outlook of a product within target groups such as Chinese or South Asian Canadians can shift dramatically if results from in-language interviews are included in the data,” says Yigit. “Companies who understand a complete picture of the consumers they are trying to reach will be able to communicate more effectively and win business.”
Diversity in Canada includes everything from lifestyle habits to social perspectives and brand use in one comprehensive source.
The study also contains a media habits module, which provides an overview of media preferences by language including online, traditional and ethnic media.
