The Netherlands is populated by a multi-cultural society: of the approximately 16 million people living in the Netherlands, over 1.6 million are non-Western immigrants, or what are referred to as ‘New Dutch citizens’. This share is expected to increase in the coming years. By 2050, 25% of the people living in the Netherlands will have a non-Western background (source: the Central Bureau of Statistics (CBS)). New Dutch citizens have similar yet also different consumption patterns and preferences with respect to government policy, nutrition, leisure-time activities, housing, health care and financial services. For this reason, policymakers, strategists and marketers will have to ensure that their research methods and marketing strategies are geared toward this extremely diverse group.


What is EthnoMarketing?

The public sector and the business world alike are looking for advanced and efficient tools to map out what motivates New Dutch citizens and to generate relevant insights into this group. Based on its extensive experience, Motivaction has developed a set of EthnoMarketing research tools to help provide answers to these questions.


How does it work in practice?

Together with the client, we design a customized approach to each issue. Native speakers carry out qualitative and/or quantitative research focusing on one or more parts of the marketing cycle.

  • Strategy: Analysis of a brand, a policy issue or a market. What is your current position? Where do the opportunities lie?
  • Operationalization: Translating the strategic choices into products, communications or policies. Which message and tone of voice appeal to the audience? How can you attune your policy to New Dutch citizens?
  • Implementation: You make contact with consumers. What are the most effective media channels, distribution channels, policy instruments and partners?
  • Evaluation: Should you continue along the beaten track or would it be wiser to change course? How can you get a clear idea of the return on your investments?


How can this benefit you?

You will acquire better insight into a very diverse group, and will have concrete tools to help you reach and isolate these specific target groups.

How New Dutch citizens use the media

In late 2008, Motivaction acquired the company Foquz Etnomarketing. With this acquisition, we obtained access to the Mediaonderzoek Allochtonen (media study on immigrants) database, including detailed data on the reach of culture-related and regular media. Conducted on a continual basis since 2002, this media study contains data on magazines, website visits, radio stations and programs, and television stations and programs. By linking the research and media data to the EthnoMentality database, we are able to generate even stronger explanatory and predictive information for an important group of consumers.



Mixxit is Motivaction’s online specialty panel consisting of over 3,900 New Dutch citizens (reference date: August 2010). Mixxit is a resource that offers an excellent reflection of the 15 to 40 age group. Mixxit allows us to offer you insight into the consumer behavior of a very diverse group of New Dutch citizens: Indonesians and what is referred to as the TMSA group (the Turkish, Moroccan, Surinamese and Antillean Dutch).

Mixxit has a great number of advantages:


  • Mixxit is less expensive than written or telephone research.
  • It has a high response rate.
  • Mixxit is efficient: the socio-demographic and Mentality™ characteristics of the panel members are already known, and thus may be easily linked to the results.
  • Accurate verification of the representativeness is possible.
  • Research via the Internet generates less socially-desirable answers.
  • It is possible to show display materials to the respondents, making Mixxit suitable for pre- and post-testing of communications materials.

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