Researching Minorities

Michael A Watson,
The Harris Research Centre

INTRODUCTION

I personally am involved in commercial market research in the consumer sector, but the Harris Research Centre has long been involved in the fields of political and social research. It is in these areas that our experience in researching minority sections of the population has been gained. These abilities have been transferred to other areas in which we work and the general principles have been utilised in advertising, food, drink, travel and other mainstream consumer sectors.

This paper is intended to cover some of the more practical aspects of research among minority groups and show some examples of the applications of research within this area.

Field of reference