NEWS16 March 2011

The Sound Research opens diversity unit

North America People

US— Youth market research agency The Sound has launched a new diversity unit at its offices in New York, and has appointed Vanessa Anderson as research director to lead it.

Vanessa Anderson

Vanessa Anderson

The diversity unit will provide strategic research and consultancy focused on ethnically diverse members of the “Millennial generation” of consumers.

Ian Pierpoint, president of The Sound, said: “Because cultures and their development are dynamic, understanding cultural diversity goes beyond studying particular groups in isolation. Cultural exchange, particularly among the young, goes in both directions, so an understanding of Hispanic culture, or of African-American culture or of Asian or LGBT culture is now essential in understanding American culture.”

Anderson (pictured) joins the agency after working in education throughout her career. Her most recent position was policy analyst at the City University of New York, where she worked on college readiness and success initiatives.