Targeting respondents utilizing socio-economic levels for the sample industry is a ubiquitous practice. Defining socio-economic levels in the U.S. is relatively straightforward. A combination of income and education are the most typical factors used in almost all market research studies. On occasion, some studies add a couple more factors but rarely exceed 3-4 elements. However, defining socio-economic levels in Mexico is much more complicated. As the sample and market research industry continues to grow in Mexico and the rest of Latin America, understanding how socio-economic levels are defined in the region will play a critical role in being successful in winning and fulfilling Mexican market research sample requests.
Modern market research has seen four major phases of quantitative survey data collection. During that time, we saw representative samples of U.S. Hispanics emerge and take root in mainstream market research. Let’s take a closer at the evolution of quantitative research and how innovation in the field impacted the widespread use of Hispanic sample.
Latin America is betting on its thriving entrepreneurial culture to drive innovation in the region to modernize its way of life. Like Argentina and Peru, Colombia is becoming known as a hub for tech start-ups, stimulating the economy and making it an attractive tourist destination. This steady increase in economic growth has made Colombia more appealing to multinational brands while cultivating domestic brands preparing to export goods around the world. With increased entrepreneurial and economic activity also comes a growing demand for market research. We recently launched the DigaYGane panel in Colombia to great success. Having been there for some time now, we’d like to share three key facts about online market research respondents in Colombia that we have learned so far
Mexico will be the fastest-growing e-commerce market in Latin America over the next five years. Fitch Solutions predicts average annual sales growth of 14.6% year-over-year from 2018 to 2022, driven, in part, by Mexico’s favorable consumer demographics, who are young ambitious and becoming more affluent.
Research Live published a thought-provoking article by JD Deitch in February 2018 entitled “Programmatic 2.0: The Future of Sample.” He aptly broke down the role automation has played in the history of sample into two distinct phases: 1.0 to 2.0. Deitch shares: “Programmatic 1.0 did two things very well: it has made us quicker and more cost-effective”. […]and how, “Programmatic 2.0 can vastly improve the accuracy and reliability of our data and our operational dependability.” His point being that programmatic 1.0 helped the sample industry become more efficient in bidding and programmatic 2.0 put the respondent back at the center of the sample process, implementing algorithms that will filter good survey experiences from bad survey experiences in real-time and adjust accordingly.
Strategic acquisitions can play a big role in corporate growth strategy. And recently, we’ve seen a number of them in the market research industry, especially in the panel sector. Since GfK Knowledge Network’s acquisition of Garcia Research’s Hispanic panel, Cada Cabeza, in 2010, there have been several large companies acquiring Hispanic panels to bolster their Hispanic sample offerings. Nielsen, Research Now, and most recently, Maru/Blue’s acquisition of the Hispanic panel, Tú Cuentas, just to name a few. So, what’s driving this growing interest in Hispanic panels?
Last week, I was honored to speak at IIeX2018 NA in Atlanta. We presented a paper on a study that investigates whether there is a better way to drive television return on investment (ROI) with Hispanics at a time when television viewership is declining, and digital and social media usage is ubiquitous among Hispanics. Given lleX’s focus on innovation, our presentation, for some, may not have checked all the boxes, especially for those who only see innovation through the lens of technology. But innovation isn’t inexorably linked to technology. Innovation in the insights industry can reference methodology, sampling, survey design, business models, and much more.
There’s no doubt about it: the face of marketing has transformed over the last 20 years. Yet, for more than three decades, marketing to U.S. Hispanics has undergone little change; Spanish-language television still represents the bulk of U.S. Hispanic media spend, even though digital media use is now ubiquitous among Hispanics while television viewership is declining. There is a new study in the Journal of Cultural Marketing Strategy, “Nativity-based view: A new audience measurement standard that drives television return on investment for U.S. Hispanics” authored by Dr. Jake Beniflah, Brian Hughes, and myself, has revealed a major opportunity for brands to improve results when marketing to U.S.-born vs. foreign born Hispanics.
With only a few weeks left in the year, it’s fair to say that 2017 was the year of Hispanic sample. We saw an explosion of new Hispanic panels come online and provide quality sample helping us meet the demand for quotas we must fill regularly. We anticipate demand for quality Hispanic sample to continue its upward trajectory as companies attempt to better educate themselves on the diversity that exists within the Hispanic community in efforts to improve targeting and resonance in 2018.
As a researcher who has worked in the sample industry for over a decade, I was surprised that I had never asked myself the question, “why do people take online surveys?” It’s a practice that we just kind of take for granted in our industry. Researchers often assume that the primary driver is incentives, as every panel gives some sort of incentive to panelists to encourage participation. But because the incentives are small, there must be a more fundamental reason people take the time to check a few boxes.