GMI Launches African-American Panel
15 October 2007GMI has launched African American Voice, a brand new specialty panel. Even though the panel is only in its infancy it already has more than 100,000 members. As one of the largest ethnic panels of its kind African American Voice is in the unique position to give market researchers insights into all kinds of consumer opinions, from new ideas, to new products and services.
“Assumptions and stereotypes are the biggest reasons companies fail in the African American market,” explains Amy Peltonen, director of GMI’s panel business unit. . “In the publishing industry for example, there’s evidence that blacks don’t buy books using the bestseller list. Through research, though, it became evident that African Americans buy books and product through the recommendation of a relative, friend or neighbor. Scientific information carries the power to predict consumer behavior.”
Members of African American Voice take survey’s online allowing them to share opinions with market researchers virtually instantly. According to a recent study African Americans spend an average of five hours online per day. That’s two hours more than the general population making African American Voice the perfect way to reach the African American community.
For more information, visit our African-American panel information page.
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