For Americans and Canadians, multicultural consumers are a rapidly growing demographic. Understanding the social lives of such consumers — their values, beliefs, habits and preferences — is of great importance to brands and their marketers. An annual day-long event called the Multicultural Media for Multicultural America Forum will explore this demographic. Presented by marketing research consultancy Horowitz Associates, the March 21st, 2012 conference will focus on “. . . how the concept of community impacts programming, marketing, and advertising geared toward America’s new multicultural audiences.”
One of the new things the conference presenter will be doing this year is to conduct multimodal research to learn about the multicultural consumer who may, more and more, consume media on various platforms. Three reports will be presented during the event:
Viewing the Viewer — an in-home videography of multicultural households.
State of Cable and Digital Media — a quantitative survey of US-multicultural consumers
Consumer Voice Community — This 8-week research online community is focused on the media lifestyles of US-multicultural consumers and how they are adopting to a rapidly changing media world.
For disclosure purposes, Ramius, a technology partner to Horowitz Associates, is pleased to support the Forum with our new Recollective software which powers the Consumer Voice Community.
This new data should foster interesting discussion among the Forum delegates with confirmed representation by media organizations such as NBC Universal, Telemundo, mun2, Comcast, ESPN, Imagina US, History en Español, Ella (MGM Networks Latin America) and TV5MONDE.
Check back to this blog for an upcoming profile of Horowitz Associates and for a conference recap. For those who will be attending the Forum, we look forward to meeting you in New York!