Content Type:

Glossary

Share Print

Immigration Definition

Movement of people into a country from another country.

Immigration in marketing research refers to the study and analysis of immigrant populations to understand their behaviors, preferences, cultural influences and consumer needs. This research helps businesses and organizations engage effectively with diverse and growing demographic segments.

What are the key aspects of immigration as it pertains to marketing research?

• Cultural sensitivity and language considerations.
• Demographic profiling by country of origin, length of residency and acculturation level.
• Exploration of purchasing habits, media consumption and brand loyalty.
• Identification of barriers to access or engagement.
• Use of multilingual research tools and culturally competent moderators.

Who relies on immigration in marketing research?

• Consumer goods and service brands targeting multicultural markets.
• Government agencies and nonprofits serving immigrant communities.
• Media and advertising firms developing inclusive campaigns.
• Retailers and financial services adjusting offerings to diverse populations.
• Urban planners and policy researchers.

Why is immigration important in market research?

Immigration research reveals emerging market opportunities, uncovers unmet needs and supports inclusive product development. Understanding immigrant communities allows brands to build trust, relevance and long-term loyalty in an increasingly diverse marketplace.

How do market researchers use immigration?

Market researchers conduct surveys, focus groups and ethnographic studies within immigrant communities, often using culturally tailored methods. Findings inform marketing strategies, product design, service improvements and communication approaches that resonate with immigrant consumers.