Mary Logan recently co-presented a paper at the 2016 MRIA Annual Conference in Montreal with Jennifer Tilk from SSI. The paper: A Stitch in Time, Save Nine…… Minutes, highlights the benefits of Data Stitching and how this approach addresses the changing focus of market research. The Data Stitching approach was utilized in a recent U&A study conducted for the beverage alcohol market and this paper examines the benefits of this tool, how the data was analyzed and impact of the findings including the changing role of market research.
If you would like further information on the content of the paper, Mary is available to present the findings and to discuss in greater depth the benefits of this approach.
Please contact Mary at firstname.lastname@example.org for details.
Original article is published in Esomar’s .
A recent study by BBC Radio declared Toronto the most ‘multicultural metropolis’ – 51 per cent of Toronto’s population is foreign born, and some 230 different nationalities call the city home.
This cultural diversity has opened up new opportunities for marketers in Canada, as well as thrown some challenges along the way. Here are a few pointers on how marketers can engage with these diverse consumer groups in a meaningful manner.
Providing a sense of familiarity
The wide availability of ethnic food products offers more than just convenience. It provides consumers with the access to the same products they grew up with, thereby engendering a sense of ‘being at home’. So when a popular grocery store uses a grandmother recently arrived from India to communicate the variety of ethnic foods, they are indeed confirming the relevance and connection the store has with this particular ethnic group. Continue reading