GMI Launches African-American Panel

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New online specialty panel provides market researchers with insight into consumer opinions of 100,000 African-Americans.

GMI (Global Market Insite, Inc.), a provider of global market intelligence solutions, today announced the launch of its new GMI African-American Panel. This new online specialty panel, one of the largest ethnic panels of its kind counting over 100,000 double opted-in members, is in the unique position to provide market research professionals with insight into all kinds of consumer opinions from the African-American community, from new ideas, to new products and services, in real time. This online panel is one of many specialty panels from GMI, which also include technology professionals, gamers, medical professionals, and youth to name just a few.

African-Americans make up more than 13% of the U.S. population, and wield $761 billion in consumer buying power*. According to Media Audit's Media Day Analysis (January 2006-April 2007), more than 21 million African-Americans are online, spending an average of five hours online per day, two hours more than the general population. By 2010, the online African-American population is expected to rise to 27.6 million.

GMI panel members are recruited from sites and sources focused specifically on African-Americans. The panel is carefully managed and uniquely incentivized to ensure optimum response rates and quality. The quality checks that GMI has put in place prevent speedsters, straight-line clickers and other low-quality responses.

"Assumptions and misperceptions are the biggest reasons companies fail in the African-American market," explains Amy Peltonen, director of GMI's panel business unit. "Our new specialty panel gives the market research industry a better understanding of this lucrative, yet underserved niche. Our panel distribution - 46% male and 54% female - is in line with the U.S. Census, and enables the gathering of objective market research intelligence for enhanced marketing efforts to this ethnic community."

Panelists undergo a rigorous qualification process ensuring one of the industry's highest profiling standards. Double opted-in panelists are profiled on a wide range of attributes, including:

  • Age
  • Gender
  • Full mailing address
  • Date of birth
  • Language
  • Household income
  • Employment status
  • Education level
  • Marital status
  • Neighborhood
  • Racial heritage
  • Industry
  • Workplace/company
  • Number of children in household
  • Number of children attending college in household

To request an African-American panel quote, please contact us at

  • Selig Center for Economic Growth, Terry College of Business, University of Georgia, 2005

About GMI:
GMI (Global Market Insite, Inc.) is the only provider of integrated solutions for global market intelligence for market research firms and Global 2,000 companies. Solutions include market research software, desktop analysis tools, 24x7x365 service bureau, and one of the world's largest, highly profiled, double opted-in managed panels, providing reach to millions of consumers in more than 200 countries and territories. Founded in 1999 with world headquarters in Seattle, Wash., GMI has operations on five continents. In 2007, the company ranked #229 in Inc. Magazine's Inc. 500 and #7 in Deloitte's Technology Fast 50 for Washington State. For more information, please visit us online at


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