Yankelovich Joins Forces with Cheskin & IMAGES USA On Multicultural Marketing.

Yankelovich in collaboration with Cheskin and IMAGES USA, announced they are joining forces to deliver a comprehensive study of the multicultural marketplace. The 2003 Yankelovich MONITOR Multicultural Marketing Study will be the first to evaluate the values, attitudes, lifestyles and buying patterns of Hispanic and African American consumers with the express purpose of guiding marketing decisions.

“We no longer view the marketplace simply in terms of separate ethnic target groups,” said J. Walker Smith, President, Yankelovich. “Our clients are turning to us not only for help in understanding Hispanic and African American consumers, but also to determine the opportunity represented by viewing the marketplace from a multicultural perspective.”

“Combining our efforts with Cheskin and IMAGES USA to develop and produce this study will provide unparalleled multicultural expertise and marketing smarts, making this the most powerful marketing tool available to those interested in tapping the huge growth potential of the multicultural market.” added Cathy VonFange, Director of the Yankelovich MONITOR Multicultural Marketing Study.

The Hispanic and African American markets have experienced massive growth, creating many opportunities for marketers. The Multicultural Marketing Study explores the essence of the multicultural market through key insights into topics ranging from attitudes about race and ethnicity to family values, technology usage, shopping and purchase decisions, and more.

The Yankelovich MONITOR Multicultural Marketing Study will incorporate cultural insights into the Hispanic and African American markets through the expertise of Cheskin and IMAGES USA respectively. These insights will allow marketers to make cross comparisons with non-Hispanic White consumers, which are especially relevant and pertinent to multicultural marketing decisions.

“The growing influence that multicultural consumers are having in everything from media to fashion to food has reached its tipping point,” explains Felipe Korzenny, Principal and Co-founder of Cheskin. “In order to gain visibility and loyalty with these strong segments, companies in the U.S. need to understand them from multiple perspectives – how they influence and are influenced by each other.”

“The U.S. economy is greatly impacted by the spending power of multicultural consumers,” said Bob McNeil, Founder and President, IMAGES USA. “Through our partnership with Yankelovich, we will provide marketers with greater insight to help eliminate many of the misperceptions associated with the multicultural marketplace.”

The 2003 Yankelovich MONITOR Multicultural Marketing Study is being fielded now and will be publicly released in November 2003. Sponsorships including online access to all data and reports and in-person presentations are available now.

For more information at http://www.yankelovich.com

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