Research Topics:

Ethnic Interviewing | Ethnic Research | Ethnic Research Consultation

Content Type:

Glossary

Ethnic Research Definition

Ethnic research is the analysis of consumer behavior, preferences and trends within specific racial, ethnic or cultural groups.

Ethnic research is the analysis of consumer behavior, preferences and trends within specific racial, ethnic or cultural groups. Research can focus on groups set apart from others because of such attributes as language, history, geography, kinship, national origin, skin color or distinctive cultural patterns. This also is known as multicultural research. In marketing research, ethnic research focuses on how various ethnic communities interact with products, services and marketing strategies. These studies are becoming increasingly common because modern markets are increasingly diverse. Learning about cultural perspectives through research can reduce racial stereotypes and similar pitfalls in marketing. What’s more, cultural research promotes inclusivity and effective communication among ethnic groups.

Who relies on ethnic research?

Businesses, marketing professionals and organizations engage in ethnic research activities so they can improve communication and commerce with members of diverse groups. Results of these research activities can lead to more culturally relevant marketing campaigns and to the development of products suited to meet ethnic preferences.

Why should I care about ethnic research?

Marketing and business professionals who conduct ethnic research can better understand and, hopefully, accept the unique needs, values and behaviors of ethnic groups. That knowledge can help marketers develop culturally relevant campaigns that resonate with a multicultural consumer landscape, which can improve customer loyalty, brand perception and market expansion. Not acknowledging and confronting ethnic diversity may lead to missed business and marketing opportunities and cultural insensitivity.