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.
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.
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.
I was vaguely aware of Bruce Jenner prior to the rise of the Kardashian brand. My mother referenced him several times when I was younger so I had an idea of the iconic Bruce Jenner before he rose to fame a second time as the butt of all jokes on Keeping up with the Kardashians. I found myself immensely intrigued by the interview last week because
A few weeks ago we released some research on Latina awareness of issues surrounding breast cancer as part of our commitment to the Passionate Pursuit of Prevention campaign being undertaken by Healthy Hispanic Living and its partners. We found that, overall, Latinas are less
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.
In a recent nationwide study of 18-24 year olds, ThinkNow Research wanted to compare the group’s feelings toward the U.S. military (all branches). Specifically, we wanted to see how Hispanics matched up with non-Hispanics. When asked if they would ever consider joining one of the military branches, 31% of Hispanics said they would, compared to just 24% for non-Hispanics. However, drilling down a few layers showed three very interesting dichotomies within the Hispanic population:
The payment to respondents (also referred as the honorarium, incentive, payout, or reward) is a sometimes frustrating topic for clients. When budgets are tight – which is almost always — and an organization wants to conduct research, cutting the incentive amount is often the first item on the client’s target list. For instance, a client may ask us, “instead of paying out $100 per person to our four 12-person groups with a total of potentially as many as 48 focus group participants, can we pay out $75 each and save ourselves $1,200?” On the surface, it seems like an easy cost-savings solution, but in reality, it is not necessarily a smart move and here’s why…
Many of us have heard of the Hispanic Health Paradox, the fact that U.S. Hispanics live longer and have better healthcare outcomes than non-Hispanic whites even though whites tend to have higher income and education levels which correlate with longer life expectancy. Unfortunately, that paradox does not hold up for cancer. There is no protective benefit in being Hispanic when it comes to cancer. Of particular concern is breast cancer since it is the most commonly diagnosed and leading cause of cancer deaths among Latinas.
While utilizing our ThinkNow Link™ ad testing, we learned some beneficial lessons when it comes to producing effective television ads for the Hispanic community. Read on to discover what works in Hispanic advertising…