Online Panel for UK's South Asian Consumers

Research and technology firm Instantly is to build a research panel focused on South Asian audiences in the UK, on behalf of ethnic audience research specialist Quant Edge Ltd and known as Multi Cultural Britain Think.

The panel currently consists of women of Indian, Pakistani and Bangladeshi origin, recruited face to face to ensure a robust audience profile and greater engagement levels. The partners say the South Asian demographic in the UK comprises 6% of the total population - rising with a CAGR of 13% - and with an estimated spending power of £7-8 billion a year.

Quant Edge, which focuses on FMCG markets, will use Instantly's Automated Sample and Survey tools to build a faster and cheaper alternative to traditional telephone and ftf surveys of this demographic. Instantly UK MD Ben Leet (pictured) says the move is 'a pioneering development in the UK market research space, and one that's only been made possible through the intelligent application of research technologies and methodologies to a previously hard-to-reach audience'.

Nila Sanyal, Director at Quant Edge, comments: 'Historically marketers have incorrectly grouped South Asians into a homogenous audience that displays similar behaviours. Our expertise and experience with this audience, coupled with Instantly's leading technology, will bring the uniqueness of their behaviours and attitudes to life as consumers and people and provide intriguing insights.'

Instantly, until recently known as uSamp, is based in Los Angeles and is online at www.instant.ly . Quant Edge can be found at www.quantedge.co.uk .