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Monday, 22 September 2014

Environics director to head up ethnic market research firm

CANADA— Gautam Nath, the former director of cultural markets at Environics Research Group, is heading up a new ethnic market research firm in Canada called Third Eye Marketing Research. He takes the role of managing director.

The agency says it will specialise in helping brands tap into a new Canadian segment it calls “Zero2Five” by helping clients develop knowledge and understanding of cultural nuances such as language, ethnic sensitivities and heritage.

On its website the agency explains: “Key segments addressed include South Asian, Chinese and Filipino New Canadians but our reach also touches smaller communities e.g. Hispanic, Black and Korean, as well as special segments such as international students and temporary foreign workers.”

Third Eye is owned by Canadian marketing communications group Monsoon Communications, who already run an ethnic ad agency. Monsoon says the two entities will be “in complete sync with each other”.

 

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Readers' comments (1)

  • It was time that someone finally gave focus to research feedback from these ethnic communities, after all we outnumber mainstream Canadians in key markets like GTA and GVA.

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