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International research case studies
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Sizing the UK and US ethnic markets
Expertise
A multinational company wished to introduce a new product into the US and UK markets. The product was mainly targeted at ethnic minority populations in the two countries. ETHNOS was charged
with assessing interest in the product, sizing the potential market and identifying competitors. Face-to-face, telephone and online interviews were conducted with seven different ethnic communities across
both the US and the UK.
The results identified the overall size of the market as well as demand for the product amongst individual ethnic communities.
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Delivering multi-lingual international research
An international company wished to understand why some people stopped using its services in Switzerland. ETHNOS conducted telephone interviews with ex-users of the service. Interviews were conducted in the three main languages in Switzerland: Italian, German and French.
The research established reasons for churn, the role played by competitor offers and identified strategies for attracting and retaining customers.
Testing global communications
Can communication strategies developed
in one country and targetting a specific ethnic community work with the same community in another country? This was the question posed to ETHNOS by a firm that had developed a communication
strategy for the Indian population.
Through focus group discussions, ETHNOS established which aspects of the strategy worked, what did not work and how to tailor the strategy to make it relevant and effective - as well as cost-effective - in different territories.
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