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A Nation Divided: 2019 ThinkNow Pulse™ Reveals Economic Outlook Differs Vastly By Ethnicity And Race

Insights from the 2019 ThinkNow™ Pulse survey are timely as we embark upon another year of projected growth for the U.S. economy. All key economic indicators point in the right direction suggesting that the Total Market’s economic outlook remains relatively stable when compared to prior years. However, at the micro level, this optimism fades. The familiar adage “a nation divided” pierces the heart of our data, revealing a country that has significantly different views on what to expect this upcoming year.

What Does The Future Hold For Hispanic Grocery Stores?

2018 has been an eventful year for Hispanic grocery stores. We saw Bodega Latina expand to Texas with an acquisition of Fiesta Mart, Winn-Dixie’s Fresco Y Más concept grew in Florida, and Albertson’s El Rancho Supermercado officially entered the Houston market. Acquisitions and consolidations have been accelerating at a break neck pace the past several years and they will continue to in 2019. But what is driving this trend? Understanding the underlying drivers of these acquisitions and consolidations in the Hispanic grocery store space can help us see what the future of Hispanic grocery holds in 2019.

How MarTech Can Help You Step Up Your Multicultural Marketing Game

You’ve seen the data. The demographics show more dots on the map and purchasing power is tipping the scale. Your company, however, is still struggling to get a real multicultural marketing strategy off the ground. But, you’re not alone.

How Netflix Cracked The Cross-Cultural Code

With its ongoing investment in original content, Netflix continues its dominance over traditional broadcast and is slowly but steadily disrupting the reign of large movie studios. Expected to spend $13 billion on original programming this year, Netflix clearly has no plans to slow down. In fact, our most recent study highlights its meteoric rise across the total market, noting the viewership gap between live TV and Netflix is becoming significantly narrower (6 points in 2018 vs. 23 points in 2017)

ThinkNow Entrepreneurship™ Report 2018: Women’s Point of View

Women’s entrepreneurship is thriving in America. According to the 2018 State of Women-Owned Business report commissioned by American Express, 1,821 women-owned businesses were launched per day over the last year, bringing the total number of women-owned firms to 12.3 million, employing over 9 million people and accounting for $1.8 trillion in revenue. So, in these last few days of October, as we wind down the celebration of National Women’s Small Business Month, we are still reminded of the tremendous contributions women business owners have made to the global economy, but also charged with challenging the antiquated mindsets and inadequate policies that still plague our cause.

Two Myths That Keep Marketing Teams From Using Data Effectively

Why do marketing creatives and data scientists often seem to be at odds, even though their objectives are ostensibly the same? As a market researcher with a marketing background, I’m always excited to share the results of our latest studies with creatives. But my excitement is often quashed once a data point doesn’t mesh well with the creative’s point of view or hypothesis. This doesn’t have to be the case. In fact, it’s important to address any apparent discord between the two roles, as both are vital to brand marketing. Because how can you market effectively to a group of people you know nothing about?

October 29th, 2018|Blog, Online Market Research, Total Market Research|

Is The Asian Market Even A Thing?

With the success of Crazy Rich Asians many brand managers will decide that it’s finally time to start paying attention to this often-overlooked segment. They will find, however, that unlike the U.S. Hispanic or African American markets, there is little consensus as to how to market to Asian Americans. The problem begins with the moniker. Asian Americans are less likely to identify with a pan-Asian identity & more likely to identify with their countries of origin. This is partly due to the more recent immigration status of the majority of Asian Americans (59% are foreign born as compared to 34% for Hispanics) and the dearth of Asian American role models and cultural touchstones in popular media.

The New Mainstream: Measuring What Matters

New Report Finds Companies Underinvest in Digital Ad Spend to Reach Multicultural Consumers Today marks the last day of Hispanic heritage month, but the first time that digital media across ethnicity and race has been reported in the United States. Today is an important day for all of us in marketing, not just multicultural marketing. It is a day when the Mainstream ad spend will begin to be measured by ethnicity and race. Up to now, the mainstream has been synonymous with non-Hispanic Whites. But, given the dramatic changes in our demographic landscape over the last 20-years, the Mainstream or should I say, the New Mainstream is becoming a multicultural majority, and needs to be measured across ethnicity and race, moving forward.

ThinkNow Launches Panels In Latin America To Become One Stop Shop For Spanish Speaking Samples

ThinkNow, a technology-driven cultural insights agency and the No. 1 provider of U.S. Hispanic samples, is increasing its reach into Latin America, expanding its Spanish language panel offerings to Argentina and Colombia. This further solidifies our dominant position in LatAm markets. In an industry that is consolidating based on value, ThinkNow offers access to major U.S. and LatAm markets that are Spanish speaking. ThinkNow has been operating panels in the U.S. and Mexico for eight years.

ThinkNow Retail™ : Retailers May Be In For A Surprise This Holiday Shopping Season

Now in its sixth year, one of our most popular reports, ThinkNow Retail™, has just been released, chock full of multicultural insights that give us some visibility into what retailers can expect during the 2018 holiday shopping season. The insights reinforce some trends we’ve seen the past several years such as the steady rise of online and mobile shopping. But, the report also has some surprises like Walmart dethroning Amazon as the number one destination for holiday shoppers.