Category Archives: Ethnic/Multicultural Research

Are consumers ready for total-market?

Editor’s note: Brenda P. Lee is a partner at Vision Strategy and Insights, Baltimore. We have now reached a place of cultural evolution that says that there are unifying themes that make the disparate segments of the U.S. more similar … Continue reading

Posted in Advertising Research, Consumer Psychology, Consumer Research, Ethnic/Multicultural Research | Comment

Transparency on transparency: why TV is the clear choice for recruiting panelists

Editor’s note: Rob Dolafi is COO of Offerwise, an Ashburn, Va., research firm. In an industry where data quality is essential to the success of any given project, we as online panel providers need to demonstrate careful rigor and complete … Continue reading

Posted in Consumer Research, Ethnic/Multicultural Research, Online Surveys and Research, Panels | Comment

Count me in: the impact of ‘other’ on research respondents

Editor’s note: Ryan Sullivan is quality control manager at iModerate, a Denver research firm. Last year’s elections saw a number of historic firsts – the first Mormon to run for president on a major party ticket, the first openly LGBT … Continue reading

Posted in Consumer Research, Data Collection/Field Services, Demographics, Ethnic/Multicultural Research, Market Research Best Practices | 2 Comments

Why Brazilian respondents move to a different beat

Editor’s note: Tiago Sobreira is communication and business manager at Brazil Field, a Sao Paulo research firm. When a market research study is being conducted, information about consumers’ opinions, habits, attitudes, usage, consumption behavior or preferences is being sought. Depending … Continue reading

Posted in Consumer Research, Ethnic/Multicultural Research, International Research, Market Research Best Practices | Comment

Tipping the (survey) scales: How to set the multicultural record straight

Editor’s note: Carlos E. Garcia is senior vice president, multicultural research, in the Burbank, Calif., office of research firm GfK. Marketers want to be able to see into the future. That is, they want to make informed decisions today that … Continue reading

Posted in Ethnic/Multicultural Research, Market Research Best Practices, Online Surveys and Research, Quantitative Research | 4 Comments

Five practices for a more responsive and representative Hispanic panel

Editor’s note: Nelson Merchan is president of CLICROI, a Danbury, Conn., online advertising firm. Given the importance of the Hispanic consumer in the United States, more and more market research and consumer goods companies have built Hispanic consumer panels and/or … Continue reading

Posted in Consumer Research, Ethnic/Multicultural Research, Market Research Best Practices, Panels | Comment

From authenticity to Hispanicity: three tips for selecting the right Hispanic panel

Editor’s note: Mario Carrasco is a partner at ThinkNow Research, Burbank, Calif. Marketers and market researchers in the U.S. have known about the Hispanic boom for years now. While the size of the Hispanic population in the 2000 Census caught … Continue reading

Posted in Consumer Research, Ethnic/Multicultural Research, Online Surveys and Research, Panels, Quantitative Research | Comment

English or Spanish or both?

Editor’s note: Roy Eduardo Kokoaychuk is a partner at ThinkNow Research, Burbank, Calif. This is an edited version of a post that originally appeared here under the title “Hispanics and Language – English or Español?” Marketers frequently struggle with whether … Continue reading

Posted in Demographics, Ethnic/Multicultural Research, Qualitative Research, Survey Development | Comment