How ethnic media is researched in the UK – the difficulties and solutions in researching a complex and niche audience
Denh DipOMD Insight, United Kingdom
INTRODUCTION
The ethnic population in the United Kingdom has doubled within the last 10 years (compared to just 1% of the white population) and accounts for approximately 10% of the UK compared to just 1% of the UK white population (UK Census 1999 and 2001). They have a disposable income of £32 billion (IPA 2005), almost one in four are aged under 35 years (a valuable youth audience) and by 2009 will account for...