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