Making Room for the Unexpected in Qualitative Research Recently, I wrote about how qualitative research plays a role in market research that big data and social listening will have a difficult time replacing. This month, I’ll discuss how to best use Qualitative Research so that it helps generate new thinking that guides future plans versus big data results which, by their nature, focus on past behaviors.
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.
As Big Data Rises So Does the Need to Talk Directly to Consumers When big data came on the scene a few years ago there was a lot of hand wringing in the market research industry about what the future was going to look like if all online consumer data was going to be available for marketers to analyze and exploit. In-person qualitative research, with its old-school approach and methodology, seemed to be a good candidate for extinction in an age of pixels and clicks. Why would marketers want to talk to consumers if they could see their every purchase and eavesdrop on their online conversations? Wouldn’t consumers reveal their likes, dislikes and motivations for all to see and marketers to exploit?
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.
Although I was brought to the U.S. as a child I considered myself a proud citizen of Argentina until my mid-twenties and didn’t care much about politics until 1996. What happened that year? Passage of the 1996 welfare law which conditioned eligibility for many government benefits on citizenship status rather than legal status. The law essentially placed eligibility restrictions on legal immigrants like myself that had traditionally applied only to undocumented immigrants.
The Consumer Confidence Index hit 92.2 in February, from a revised 97.8 in January, the Conference Board said. That’s lower than the 97.3 expected by analysts, and the lowest level since July, according to Thomson Reuters. We recently conducted our annual consumer sentiment study with readable base sizes of Hispanics, African-Americans, Asians, and non-Hispanic whites. A segmented view of the cohorts paints a different picture and emphasizes why 2016 is an ideal year to shift some spend to Hispanics.
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.
The fight for viewers among streaming services has reached new heights. With Amazon winning big at the Emmy’s and Netflix releasing its first feature film, getting new viewers is serious business, and rightly so. The streaming services business is valued at $25.30 billion and projected to grow to $61.40 billion in 2019. Capturing 1% of this business can make the difference between longevity and burnout.