Marketers will now have access to South Asian (Indian, Pakistani and Bangladeshi) audiences via Multi Cultural Britain Think.

The South Asian demographic in the UK comprises 6% of the total population and has an estimated spending power of up to £8 billion pounds a year.

The panel currently comprises women of Indian, Pakistani and Bangladeshi origin living in the UK. The panelists have been recruited face to face to ensure a robust audience profile and greater engagement levels.

Ben Leet, UK MD of Instantly, said: “This 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.”