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Is Trump The Ultimate Market Researcher?

The escalation of rumors that DACA was to be rescinded caused shockwaves throughout the Latino community and beyond. When Jeff Sessions made the official announcement terminating the program, the backlash was loud and swift. Flash-forward to present day fraught with rumors that President Trump may be open to keeping a variation of DACA, pundits, detractors, and supporters alike have labeled him a political flip-flopper. That may or may not be true, but what stood out to me as a market researcher is how Trump has used the ultimate pulpit – the internet – to test ideas and measure a nation’s response.

Journal of Cultural Marketing Strategy Names New Executive Founding Sponsor

We are excited to share that ThinkNow Research, the leading multicultural market research firm, has been named Executive Founding Sponsor of the Journal of Cultural Marketing Strategy, published by Henry Stewart Publications. The journal is committed to publishing a broad spectrum of practical, methodological, and empirical articles that make a substantive contribution to the field of cultural marketing.

SampleCon: Datapalooza And The Rise Of Behavioral Data

I just returned from my first SampleCon in New Orleans today. I was asked to join a panel of thought leaders discussing Innovations in Engagement of Hard to Reach Audiences. We didn’t solve the issue of how to reach those audiences from a sample perspective, but we did have productive conversations that yielded new insights on how to address this conundrum now and in the future. Dyna Boen, UB Mobile (left), Mario X. Carrasco (center), Jim Bernier, GfK (right)

What’s Next for Online Panels?

A behind the scenes look at the importance of social media to building effective online panel communities Mario X. Carrasco (Managing Partner at ThinkNow Research) gave an interview with Online MR Magazine (July 2016 Edition) on the current state of the online panel industry, the challenges it faces, and how social media and other innovations are shaking things up. Read the full interview here.

Advertising and the Bilingual Brain

Emotional Effect that Bilingual Advertising Has ThinkNow Research co-founder, Roy Eduardo Kokoyachuk, was asked by National Geographic’s Spanish language cable channel, NatGeo Mundo, to help conduct some research on the effects of bilingual advertising on U.S. bilingual Hispanic consumers. NatGeo Mundo wanted to explore the emotional effect that bilingual advertising has on the human brain.

Balancing Cultural Relevance and Language When Marketing to US Hispanics

The issue of Spanish vs. English in marketing to US Hispanics is getting more complicated as the market matures. Mario Xavier Carrasco, managing partner of ThinkNow Research, spoke with eMarketer’s Lisa Barron about the importance of language and cultural relevance.

California Hispanics Lag in Awareness of Drought Mandated Water Reduction

If you live in California you’ve been bombarded with drought related public service announcements and news stories for the past several months. One would, therefore, assume that everyone in the state is well aware of the drought and its severity.

ThinkNow Research Awarded GSA AIMS Schedule 541

ThinkNow Research has been awarded a five year / 20 year option Advertising & Integrated Marketing Solution (AIMS) Schedule 541 contract by the U.S. General Services Administration (GSA), the procurement agency for the federal government.

May 4th, 2015|Blog, Government Research, News|

ThinkNow Research and Vision Critical Partner to Provide Businesses Access to English, Bilingual and Spanish Speaking Hispanic Customers Through Vision Critical Insight Communities

ThinkNow’s deep Hispanic market expertise coupled with Vision Critical’s customer intelligence software enables enterprises to effectively engage with and learn from the growing U.S. Hispanic population.

March 31st, 2015|Blog, Hispanic Communities, News|

U.S. Hispanics and the English Language

My business partner had a meeting with the consumer insights person at a Fortune 500 Company last week and mentioned that the executive said they were not focusing efforts on Spanish speaking Hispanics because “They’ll end up speaking English anyway.” I was a bit shocked to hear that comment in 2015 and in the same week that the largest Spanish language broadcaster in the U.S., Univision Communications, announced its plan to go public.