I admit my “day job” has kept me busy and away from blogging lately, and here’s a little bit as to why: today marks a couple of significant events in the life of DMS (yes, this is going to be a little corporate horn blowing here).

For most of the summer months, we were working on an online, permission-based system — a username/password protected website for our clients and 200+ media partner network. We “soft launched” it a few weeks back, but as of this Tuesday, we officially went live. Essentially, the system allows our network/stakeholders to upload and download a lot of neat resources, tools and announcements.

• For the official DMS Log-in System press release, please click here.

Last, but certainly not least, is the really big thing.

The reason I chose pic above — Grise Fiord in Nunavut — was primarily because of its Canadian locale and for its beauty. But then I noticed the photographer’s description (in part):  So open, big and untouched. … which leads quite nicely into …

Diversity Media Services has joined up with Ipsos Reid to conduct the largest-ever consumer attitudes survey of Canada’s largest multicultural communities.

Besides the “largest-ever” thing, it’s quite astounding for a number of reasons:

• Depth of Reach & Scope - National in scope, the survey will outreach to 13 targeted culture groups in six key census metropolitan areas — Toronto, Ottawa-Hull-Gatineau, Montreal, Calgary, Edmonton and Vancouver – capturing almost half of where Canadians live. The 13 targeted culture groups include: Chinese, South Asian, Mediterranean (Italian/Greek), Arabic, Tagalog, Vietnamese, Portuguese (Portugal/Brazil), Korean, Persian, Russian, Tamil, and Latin American and European (German/Polish/Ukrainian/Romanian).

• Common attributes - The survey’s reach will also allow for the aggregation of common attributes amongst the 13 identified ethno-cultural groups. The relevance of this cannot be understated. Imagine the opportunity for marketers to leverage these common attributes as opposed to targeting each group individually … that means better and more efficient marketing plans, better ROI, etc.

• Survey respondents – I think it’s fair to say that probably most of the survey’s ultimate  respondents have never had the opportunity to make their voices and opinions heard, especially when it comes to consumer attitudes.

Various companies and other industry stakeholders will be participating in the study by defining additional question modules.  The outreach itself is set to begin in March 2009; but additional related initiatives are being planned over the coming 6 to 8 weeks … so keep your eyes here for updates.

“So open, big and untouched” … yes, the next 6 to 12 months are going to be awesome.

• For the official 2009 Canadian Multicultural Research Study press release, click here (.pdf).

• Survey subscription opportunities, including some exclusivity, are available; organizations interested in participating can contact Joe March (DMS) or Jill Hong (Ipsos Reid).