Tag Archives: research

Tap Into New Hispanic Online Communities

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One of social media’s most useful applications is for market intelligence, canvassing what consumers think about brands and their competitors. Meanwhile advertisers are increasingly interested in the attitudes, perceptions, and consumption patterns of Hispanic consumers — easily the fastest-growing ethnic group and market segment in the U.S. today. It was only a matter of time, therefore, before someone created online communities focusing on Hispanics to serve as consumer panels for market research. In fact, two new ones just launched in the last week alone.

The first, Tu Cuentas (which translates as “You Count,” but also “You Tell”) was founded by Hispanic marketing veterans Larissa Acosta and Olga Bueno, and is positioned both as a marketing platform leveraging word-of-mouth, and a research tool. It includes user-generated product reviews, moderated discussion forums and community polls of registered members, as well as Web cam interviews with individual members, allowing advertisers to uncover information about shopping behavior, brand preference, advertising likeability and product attributes. Members’ participation in these activities is rewarded with points redeemable for cash, as well as additional opportunities to participate in sampling campaigns through which they receive free products to try and share with their online and offline networks.

Read more at: MediaPost Communications

Understanding Multicultural Marketing

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Really interesting study conducted by Yahoo! and Mindshare.  While I always love to see data on the multicultural market I think the hard part for most marketers is how they can utilize it.  The data presented here is a great start but what could add real strategic value are specific recommendations on content, how to achieve true authenticity and insights into the cultural values that define these consumers.  All things someone with multicultural expertise can identify – which is why every company needs access to a multicultural expert.

Here’s an excerpt from the article:

There is a strong benefit for marketers who are able to “speak ethnicity” in their advertising. When done correctly, ethnicities are more likely to notice your brand and talk about it with their communities. By understanding what categories matter to ethnic consumers and speaking to them with an authentic voice, marketers can tap into this critical audience as the U.S. consumer markets continue to evolve and grow.

Read more at:  Yahoo! Advertising Solutions

 

Highlights From Nationwide Survey Of African American Women

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The Washington Post along with Kaiser Family Foundation have just released their findings of a nationwide study focusing on the lifestyles, attitudes and aspirations of African American women.  The interesting part of the study is it was conducted among black and white women providing an interesting look at how African American women’s hopes, dreams and expectations differ from their white counterparts.  While these differences are obviously very insightful, I think in this day in age of tighter budgets marketers should also be looking at where there differing target markets are aligned.  Similar mindset can be an opportunity for shared marketing strategies/messages.

  • MORE THAN A FIFTH OF BLACK WOMEN SAY BEING WEALTHY IS VERY IMPORTANT, COMPARED WITH ONE IN 20 WHITE WOMEN.

  • SIXTY-SEVEN PERCENT OF BLACK WOMEN DESCRIBE THEMSELVES AS HAVING HIGH SELF-ESTEEM, COMPARED WITH 43 PERCENT OF WHITE WOMEN.

  • FORTY PERCENT OF BLACK WOMEN SAY THEY EXPERIENCE FREQUENT STRESS, COMPARED WITH 51 PERCENT OF WHITE WOMEN.

  • NEARLY HALF OF BLACK WOMEN FEAR BEING A VICTIM OF VIOLENT CRIME, COMPARED WITH ABOUT A THIRD OF WHITE WOMEN.

Read more here…

New Hispanic Acculturation Model Incorporates Attitudinal & Behavioral Dimensions to Improve Outreach Efforts

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MRSI (Marketing Research Services Inc.) introduces a new Hispanic acculturation model to help marketers and advertisers more effectively segment the Hispanic market. This model goes beyond standard acculturation models that rely primarily on language preference and demographics, incorporating key attitudinal and behavioral dimensions. By incorporating these dimensions, the model can provide better insights on the Hispanic consumer, their perceptions, and their shopping behavior.

c/o:  MRSI (Marketing Research Services Inc.)