Ipsos Reid Launches Ethnic / New Canadian Panel

In Canada, Ipsos Reid has launched an online panel of 3,000 ethnic and new Canadians, to provide information about this growing segment of the population.

Canada is becoming increasingly diverse, especially in cities such as Toronto and Vancouver where 25% of the population is South Asian or Chinese, and 42% of the population belongs to one of nine minority groups.

The firm's new 'Multicultural Connection' panel provides marketers with information about recently arrived and more settled immigrants in the country. It has been specifically designed to help understand the thoughts, behaviours and attitudes of this segment and provides a platform from which ethnic and new Canadians can voice their opinions.

Participants are able to respond in traditional Chinese, simplified Chinese, Punjabi, Hindi, and English, and Ipsos will expand the panel's language capabilities as it grows. There are also plans to grow the panel to 5,000 members and higher by the end of 2009.

In addition, an open-ended forum question engages members in a live discussion about each topic, and visuals - including images and/or videos - can be included in the panel discussions.

'Ethnic and new Canadians are a growing and influential group within the Canadian population,' says Jill Hong, VP at Ipsos Reid in Toronto. 'The Panel serves as a 'voice' for ethnic and new Canadians, and is an outstanding way for them to let marketers know their specific concerns and voice their opinions on the products and services they need.'

The new panel is offered by Ipsos Reid's Ethnic and New Canadians research team, made up of researchers from diverse backgrounds who are bilingual in English and their various native languages.

Web site: www.ipsos.ca .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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