The escalation of rumors that DACA was to be rescinded caused shockwaves throughout the Latino community and beyond. When Jeff Sessions made the official announcement terminating the program, the backlash was loud and swift. Flash-forward to present day fraught with rumors that President Trump may be open to keeping a variation of DACA, pundits, detractors, and supporters alike have labeled him a political flip-flopper. That may or may not be true, but what stood out to me as a market researcher is how Trump has used the ultimate pulpit – the internet – to test ideas and measure a nation’s response.
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For many Americans, the current political climate is distressing, but not disruptive to their day to day lives. But for the 55 million Hispanics that currently call the United States, home, that isn’t the case. Donald Trump launched his presidential campaign with an attack on Hispanic immigrants. Now that he’s in office, the conversation on immigration has erupted into a maelstrom of ignorance and intolerance. At ThinkNow, we were curious as to how President Trump’s leadership and the resulting chain of events, thus far, has affected U.S.
2.5 quintillion Bytes of data is created every day which would fill 10 million Blu-ray discs. These discs when stacked on one another, would measure the height of 4 Eiffel Towers, per Ben Walker of Voucher Cloud. Companies are scrambling to store all this data and data scientists are now one of the most sought after careers as we try to make sense of all of this data. The potential for big data to solve company, country, and global problems seems infinite.
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?
Big data continues to be a central point of conversation in the market research world. Whether it is touted as the end of market research as we know it or the beginning of the new market researcher that weaves big data and custom research into a projection of the future, one thing is for sure, big data is here to stay.
All focus groups have differentiating elements, but Hispanic focus groups contrast significantly from non-Hispanic focus groups – and even other ethnic focus groups – for several reasons. The primary reason driving the differences is that
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…