Find your next multicultural customer with World Names Profiler

Via Makeuseof.com comes a tip on a World Names Profiler that can help any online marketer who’s trying to get a grasp on where potential multicultural audiences are. Having extracted data from publicly available telephone directories and national electoral registers from 2000-2005, World Names Profiler now have data for 26 countries, data for approximately 300 million people. According to World Names Profiler, this data is “…representing a total population of 1 billion people…” in these 26 countries.
What’s cool about this service is not only the fact that it is a global tool but that you have 3 ways of do your searches: By surname, by area and by ethnicity.
The result is a thematic map which is able to zoom in on specific continents, regions, countries and counties.

Data is shown as Frequency Per Million (FPM) meaning the absolute number of ethnic groups can be much bigger in certain countries even though the map indicates a lighter shading.
Let’s do a search for my surname (Nikolaidis) to begin with:

Search Nikolaidis

Interesting to see that the frequency is so high in Australia, Sweden is second. If we zoom in we can see the areas where the Nikolaidis’ of Europe are living.

Now we see that the most dense area is in Montenegro with certain Swedish counties coming in second.
Looking to target Polish groups in Europe? Let’s use the search by ethnicity:

Search ethnicity Polish

Poland of course come in as number 1 and it’s surrounding countries and the US after that.
Zooming into Europe from here gives more details and the data shows Sweden, Germany, France and Austria as the areas where the Polish density is the highest per million inhabitants.

Search Polish Europe

Finally, zooming into France we can see the counties that have the highest frequency are in Northeastern parts.

Search Polish Europe France

Considering that the legislation in some countries in the EU prohibits registration of groups by ethnicity this is an interesting project to follow and valuable insights into where multicultural target groups are.

Source: http://www.makeuseof.com/tag/cool-websites-and-tools-264/
World Names Profiler: http://www.publicprofiler.org/worldnames/SearchEthnicity.aspx

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