How ethnic media is researched in the UK - the difficulties and solutions in researching a complex and niche audience

Denh Dip

UK media and marketers have been slow to react to the growing ethnic population in the UK. No representative measurement exists on any media currency, and few advertisers address this audience and ethnic media exclusively.

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...

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