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.
I’ve had the privilege of building and maintaining multicultural panels for almost a decade. Despite the progress in technology to improve our delivery methods, our soft skills haven’t kept pace. As an industry, we’re still struggling to create culturally relevant panel experiences for respondents. This isn’t specific to multicultural panels, rather panels at large. We are an industry dedicated to helping our clients mine for consumer insights that will aid in the development of better products, services, and experiences.
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According to Lucid, programmatic sampling now accounts for 94% of all transactions sold on the Fulcrum Exchange, one of the industry’s largest sampling exchanges. That statistic is staggering because this sampling technology emerged just 3-5 years ago. The unprecedented road that Lucid is traveling is so promising that they’ve recently raised a $60 million round of funding to continue their efforts to revolutionize the future of the sample industry.
Data Management Platforms have the potential to deliver better targeting and access to hard to reach audiences The market research industry is debating the impact of big data. Forward-thinking firms are looking to disruptive new technologies to keep pace with the changing landscape as the reach of big data continues to expand. The online panel industry has an opportunity to bring significant changes to the approach and methodology of the recruitment of sample by taking advantage of tools used in related fields like digital advertising.
I just returned from my first SampleCon in New Orleans today. I was asked to join a panel of thought leaders discussing Innovations in Engagement of Hard to Reach Audiences. We didn’t solve the issue of how to reach those audiences from a sample perspective, but we did have productive conversations that yielded new insights on how to address this conundrum now and in the future. Dyna Boen, UB Mobile (left), Mario X. Carrasco (center), Jim Bernier, GfK (right)
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Hispanic And African-American Business Owners Concentrate In Top 10 Growth Industries Total Market and Multicultural sample have reached critical mass in the sample industry. The need for minority B2C sample continues to increase, and more panel companies are including minority sample as part of their recruitment efforts. Despite the increasing demands for minority B2C sample, minority B2B sample is an almost non-existent request.
Utilize non-research community platforms to harness the power of market research online communities at a lower cost. Market research online communities provide market research companies with an efficient and convenient way to reach a specific target audience. So with all the advantages they provide, why aren’t all companies investing in them?
Minority-Owned Businesses represent 33% of Small Businesses but are underrepresented in B2B Online Panels. Business-to-consumer sample providers have embraced the importance of including minority samples when conducting studies in the U.S. However, when we look at business-to-business sample providers, the inclusion of minority B2B online sample has yet to experience mainstream adoption. This exclusion is particularly troubling because 33% of small businesses across the U.S. are minority-owned.