Researchers Need to be Better Equipped to Engage with Ethnic Communities in Multi-Cultural Britain – New MRS Conference Urges

Date: 17 January 2005

Researchers need to develop a better understanding of and engage more with ethnic communities in order to conduct successful market and social research projects in the UK. This will be the core message of a one-day conference hosted by The Market Research Society (MRS) which is taking place on 27 January 2005.

The ‘Re-thinking Ethnica’ conference, which is being held in Browns Courtrooms in London between 9.30am – 5.00pm and is being supported by the Institute of Practitioners in Advertising (IPA), will explore the need for researchers to become more astute in their approach to researching ethnic communities. It will examine the crucial importance of understanding the meaning of ethnicity and the impact that careful attention to ethnic differences can have on the outcome of research projects.

Anjul Sharma, Conference Chair and Associate Director, Synovate explained, “Ethnic communities are integral to the fabric of our multi-cultural society in the UK. However, it is only recently that the marketing sectors have paid serious attention to their need to address and understand the specific requirements of ethnic communities.”

Anjul continued, “This conference will help to clarify some of the complex issues surrounding ‘ethnica’ and push forward new thinking in this arena. We have lined up an excellent panel of speakers to address different aspects of the ethnicity debate – all highly-regarded experts in their fields. It promises to be a very stimulating day and is an essential conference for anyone who regularly researches diverse communities and cultures and wants to expand their knowledge in this area.”

The high-profile speakers addressing the conference include Jonathan Mildenhall, joint-chair of the IPA’s Ethnic Diversity Committee and managing director of TBWA/London; Dr Roger Ballard, Director of the Centre for Applied South Asian Studies, University of Manchester; Kris Beuret, Director, Social Research Associates; and Dr Rachel Lawes, Director, Lawes Consulting. The conference will be chaired by Anjul Sharma, Associate Director, Synovate,

The wide-ranging issues these speakers will be covering include how to differentiate and interpret race, culture and ethnicity and the importance and role of semiotics in understanding national identity. The value of mapping techniques in consulting with groups from ethnic minorities will also be explored and demonstrated with a case study of Birmingham’s Inner City Road Safety Project.

Anjul concluded, “Ethnica is an issue which all researchers ought to get to grips with. Successfully conducting research with ethnic minority groups is vital in our society, yet it can be very complex. By properly understanding the issues involved – from what underpins ethnic identity to how different societies interact - researchers will be better equipped to gain advantage from their results. I would urge everyone involved in market and social research amongst ethnic communities – be they agency or client-side – as well as marketers, planners and consultants to attend this conference.”

To book a place at ‘Re-thinking Ethnica’ visit www.mrs.org.uk/conferenceseries/ethnica.htm or call Michelle Denslow on 020 7566 1872.

Note for editors

The MRS is the world's largest international membership organisation for professional researchers and others involved or interested in market, social or opinion research.
For more information on The MRS, its activities and guidelines, please visit its website at www.mrs.org.uk.

Back to Press Releases

What's New - Membership - Company Partner Service - Members' Area - Code/Guidelines - Qualifications - Training - Awards
Events - Networking - Publications - Media Info - Market Research - Search - Site Map - A-Z Directory - Contact Us - Home