The COI commissioned a project by Turnstone Research and Connect Research to address one of the major challenges faced by local authorities.
COI Comms head of corporate PR Janice O’Reilly said: ‘As the UK demographic changes, one of the main challenges faced by the marketing industry is finding the best way to communicate with ethnic minorities.’
COI aims to offer advice on targeting groups that can be difficult to reach, such as communities that may not have English as a first language. The project also explores the social, cultural and attitudinal factors that impact on the communications needs of ethnic minorities.
The research will be introduced to the media on 9 April by COI deputy chief executive Peter Buchanan and representatives from the research companies.
A summary of the findings will then be made available to the public on the COI’s website, www.coi.gov.uk.