Research & Incite Multicultural Market Research


Multicultural Initiatives

Consumer groups’ relationship  with brands and marketing initiatives can be summarized as a mix of conformity and divergence. Research & Incite recognizes this paradox and provides a judicious mix of research know-how and a sensitive approach to understanding different consumer perspectives.


  • Do you have just one or two questions for which you are seeking answers from specific consumer groups?
  • Would you like a quick check on whether messaging is being understood and resonates within the desired target group?
  • Ethnibus – a fast and cost effective way to reach different ethnicities.

                                        2017 Ethnibus Schedule

The quota sample is structured on three dimensions:

  • Tenure (Time in Canada)
    •  0 to 10 years (minimum n=600)
    •  Additional option 11 years, plus and second generation (up to n=400)
  • Markets:
    • Toronto CMA (n= 300 + 200)
    • Vancouver CMA  (n=300 +200)
  • Ethnic groups:
    • Chinese and South East Asian (n=300 +200)
    • South Asian (n=300 +200)

Ethnibus Sample Structure

Ethnibus Sample Structure

Click below for an overview of the
Breakfast Sessions

The ‘Shattering Ethnic Inertia’ Series was aimed at providing clear direction on different facets of implementing an ethnic strategy, using –

  • Real case studies
  • Proven frameworks
  • Application across a broad range of categories

At the end of each session participants left with concrete answers, actionable direction and solid how-to’s to develop and support their ethnic strategies.

First Session: Gear up for Tapping into the Ethnic Opportunity
Second Session:
Leveraging Festivals to Support Ethnic Strategy
Third Session: 
Foundational Media Principles to Effectively Target Multicultural Canadians

Research & Incite Ethniview Website LogoEthniview: Published facts and figures at your fingertips. Customized reporting provides an overview and perspective for your category among desired ethnicities.

Ethniview – an indispensable tool in your ethnic journey!


  • We measure how consumer groups integrate and adapt to their new environment, providing marketers with insights to develop and target messaging.
  • The Ethni-Index pinpoints where these consumers fall within the spectrum across a range of categories.
  • The Ethni-Index provides an objective tool for marketers as input into creating and refining strategies for their brands based on the level of acculturation of specific consumer groups.
  • A big advantage of this tool is it’s applicability to mainstream consumers. This provides a benchmark whereby marketing initiatives can be indexed to the population at large, giving marketers the direction on ‘how much to invest in a certain consumer group’ and ‘how to communicate with them’.

Contact Anagha Patwardhan