As Hispanic market spend continues to grow and more companies are looking to capture a piece of this growing consumer, Hispanic research has been on the same exponential growth trajectory. More and more research companies are marketing themselves as equipped with Hispanic research capabilities and Hispanic online sample providers have been growing at the same rate. As a research company dedicated to researching multicultural consumers, we have welcomed the growing number of panel companies in the space since the need for Hispanic online sample is so great.
Thankfully Not The Hispanic Sample Industry…Yet. Much has been said about how poor panel practices are going to eventually lead to the exhaustion of the sample available from panels. From the latest GRIT report to the most recent CASRO conference, the bemoaning of response rates is hard to tune out, and rightfully so. As market researchers, this is definitely an area we can improve on. However, being in a niche sample industry, Hispanic sample, we have yet to feel the dire consequences of 40-minute surveys and constant spamming of our panelists.
“I need 500 Spanish-dominant Hispanics that are primary grocery shoppers.” This is a common Hispanic sample request. While straightforward, this request is missing a critical component that could boost the integrity of the data; country of origin. Hispanics in the U.S. come from 22 different countries of origin. The top three have been changing as Hispanics from El Salvador are poised to surpass Cubans as the 3rd highest country of origin in the U.S. While all of these countries share a common language, culturally they are distinct and unique.
Chapter 3: Utilizing Mixed-Mode Methodologies This is the third chapter of our ongoing blog series on U.S. Hispanic tracking research. 2016 has been a banner year for those in the Hispanic research industry. As awareness of the importance of Hispanic consumers continues to rise among Fortune 1000 and mid-sized businesses, these companies are now seeking actionable insights to help them gain market share among this super consumer. This increased demand for Hispanic market research presents a tremendous opportunity for sample providers looking to provide research companies with high-quality sample. This blog series is aimed at helping sample providers better navigate Hispanic sample requests, specifically those for Hispanic tracking.
LinkedIn Is The Least Representative Sample Of Hispanics Out Of The Top 5 Social Media Sites Recently, I made the mistake of voicing a dissenting opinion in a LinkedIn group in which a serial entrepreneur asked for feedback on a new mobile app he was launching for U.S. Hispanics. The app’s name was Spanish slang widely used among Mexican-Americans and is commonly viewed as offensive among non-Mexican Latinos. The entrepreneur chose this LinkedIn group because he was looking for feedback from a group of professionals specializing in the U.S. Hispanic market.
Chapter 2: Creating a nationally representative sample This is the second chapter of our ongoing blog series on U.S. Hispanic tracking research. As I mentioned in our previous post, more and more brands are starting to integrate Hispanic sample into their ongoing tracking studies and this present a host of new issues sample companies have to deal with.
As the U.S. Hispanic population continues to grow in size and influence, more and more brands are starting to integrate Hispanic sample into their ongoing tracking studies. The usefulness of tracking has been recently debated. And the end of tracking has been speculated. But despite the research community’s qualms with this methodology, tracking is alive and well, especially among Fortune 1000 companies.
There is no question that sample in the market research industry has become a commodity. With over 5,000 panels targeting the U.S. demographic, CPIs continue to get driven down as supply is overabundant. Unfortunately, due to increased competition and the need to make razor-thin profit margins, quality in the sample industry has been compromised (as discussed in great lengths in many blog posts).
Mobile friendly panel sites and apps are a must for all panels nowadays. With email waning in importance among millennials and even more so with Gen Z, panel companies are scrambling to move their panels to a more mobile friendly environment. Sometimes completely ditching the traditional panel portal and opting for a fully mobile application instead.
When Hispanic panels first started popping up in the early 2000’s, many of the first attempts where straight translations of their general market panel with a catchy Hispanic-themed panel name. This was a step forward from no dedicated Hispanic panel and engaging Hispanics within a general market context, but these early Hispanic panels still failed to reach national representation due to the poor translations and lack of transcreation in the panel text.