“In the beginning there was Spanish, and that was good.” Marketing in Spanish in the U.S. may not seem like an innovation from our purview in 2017, but when the first recognized full service Hispanic advertising agency in the United States opened up in 1962 it was a paradigm-shifting marketing event. It was one of the first times national brands and companies marketed their goods and services in the U.S. using a language other than English.
For market researchers, 2016 was one for the record books. Election poll predictions were an epic fail. Historic demographic shifts rocked traditional models. And we’re still arguing over the definition of Total Market. It’s fair to say that the market research industry is in dire need of some soul searching. And as a researcher myself, I’ve done a little of my own and have come up with three Hispanic market research predictions for 2017:
What to focus on in 2017 for Multicultural Marketing There has been a lot of hand-wringing in the marketing community since the presidential election – especially among multicultural marketers or those targeting constituencies viewed to have ‘lost’ in the recent match-up. When we woke up on November 9th it appeared that the world had shifted and the idea that the U.S. was becoming a more multicultural, diverse, and inclusive nation was somehow invalidated.
There are just over 46 million Hispanic mobile phone users and this number is expected to grow to 51 million by 2020. Of this number, 84% own a smartphone (16% own a feature phone). When asked about their feelings toward their mobile phones, 27% of Hispanics say that they are addicted to them and over 23% prefer using a mobile device to a computer. While the numbers are compelling, insights into the similarities and distinctions across generational (acculturation) levels have been lacking, to date.
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.
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.
We’ve been hearing the death knell for acculturation for the past several years now in the Hispanic marketing world. A large percentage of Fortune 1000 companies, however, still use acculturation as a point of reference for segmentation so as a research company we still see acculturation models regularly. However, a call with an ad agency last week made us do a double take and question, is acculturation really dead?
“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.
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.