Toronto, ON – Ipsos Reid is proud to announce the launch of the
'Multicultural Connection' Panel, an online panel of 3,000 ethnic and new Canadians that
gives marketers the option of tapping into this growing segment of the population at a fraction
of the cost of traditional ethnic research.
Canada is becoming increasingly diverse, especially key cities such as Toronto and
Vancouver where 25% of the population is South Asian or Chinese, and 42% of the
population is one of nine visible minority groups. Ethnic groups are now a significant and
growing segment of our general population. Marketers cannot afford to see these ethnic
groups as small niche segments anymore. At Ipsos we are committed to understanding the
diversity which is the Canada of the present and more so the Canada of the future.
Ipsos' Multicultural Connection Panel is a key tool for marketers who wish to capture this
present and emerging opportunity quickly amongst growing groups of recently arrived and
more settled immigrants. The Panel has been specifically designed to help marketers
understand the thoughts, behaviours, and attitudes of ethnic and new Canadians so that they
in turn can better meet the unique needs of this growing segment. It also enables ethnic and
new Canadians to voice their opinions—an often sought out group that until now, has not
been easy to access.
The Multicultural Connection Panel is housed in Ipsos Reid's Interactive Forum (IAF)
software, which is a custom panel platform that includes the panellist database (sample),
survey scripting and research results data all-in-one. The IAF software allows for direct client
access to results online, real-time data with multiple reporting and data export formats, such as
PDF, Excel and SPSS. Since the launch of IAF software in 2005, Ipsos has recruited over
100,000 panellists and has launched over 700 IAF surveys on behalf of many large, multi-
Some key benefits of conducting research using the Multicultural Connection Panel is that
it allows participants to respond in the written languages they are most comfortable with. It is
currently available in Traditional Chinese, Simplified Chinese, Punjabi, Hindi, and English,
with opportunities to expand language capabilities as the panel grows. As well, an open-
ended forum question engages members in a live discussion about the topic at hand. Another
advantage of conducting research using the panel is the ability to test visuals (images and/or
videos) to gain further insight to meet your research objectives. Further, housing the
Multicultural Connection panel in our Interactive Forum software allows us to conduct research
with this segment at prices that are 30% to 50% lower than traditional telephone
"Ethnic and new Canadians are a growing and influential group within the Canadian
population," says Patricia Simmie, Executive Vice President at Ipsos Reid in Toronto. "To
illustrate that, consider that within this larger group, two ethnic groups—namely South Asians
and Chinese—total 2.5 million people in Canada. In fact, in some communities within the
Greater Toronto Area (e.g. Markham) and Metro Vancouver (e.g. Richmond), over 50% of the
community's population is South Asian or Chinese. Not only is their size relevant, but also
because of their geographic concentration these groups represent significant opportunities for
marketers. The Multicultural Connection Panel provides marketers with a cost efficient and
effective tool to identify opportunities and test messaging as well as product and service
offerings for appropriateness and resonance."
The Multicultural Connection Panel is offered by Ipsos Reid's Ethnic and New Canadians
research team, made up of researchers from diverse backgrounds that are bilingual in English
and their various native languages. The team, spearheaded by Patricia Simmie, offers
integrated services with other Ipsos divisions, combining the strength of Ipsos Reid's in-depth
knowledge across industries with ethnic and new Canadians research expertise.
To keep the Panel robust and relevant, Ipsos continuously recruits new members and
panellists and actively seeks input from various ethnic and new Canadians. In particular, Ipsos
looks to drive and entice more South Asian and Chinese Canadians to get involved. Currently,
the Multicultural Connection Panel consists of 3,000 panellists, and there are plans to grow
the panel to 5,000 members and higher by the end of 2009.
"The Panel also serves as a 'voice' for ethnic and new Canadians," adds Ms. Simmie. "It is
an outstanding way for them to let marketers know their specific concerns and voice their
opinions on the products and services they need."
For more information on this news release, please contact:
Executive Vice President
Senior Research Manager
About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public
opinion research, and research partner for loyalty and forecasting and modelling insights. With
operations in eight cities, Ipsos Reid employs more than 600 research professionals and
support staff in Canada. The company has the biggest network of telephone call centres in the
country, as well as the largest pre-recruited household and online panels.
Ipsos Reid's marketing research and public affairs practices offer the premier suite of
research vehicles in Canada, all of which provide clients with actionable and relevant
information. Staffed with seasoned research consultants with extensive industry-specific
backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors
of the Canadian economy, including consumer packaged goods, financial services,
automotive, retail, health and technology & telecommunications. Ipsos Reid is an Ipsos
company, a leading global survey-based market research group.
To learn more, please visit www.ipsos.ca.
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