"Se Habla . . . " Is Not Enough: Conduct Effective Research in the Hispanic Marketplace
April 8, 2009
, EVP and CMO,
American Marketing Association
(* = required)
Are you missing successful Hispanic market strategies and tactics in your organization – approaches so sorely needed at a time when top line performance is suffering and profits are squeezed? Are you ignoring Hispanic marketing as a standalone effort, despite the fact that a significant Hispanic demographic shift is one of the greatest transformational forces of the 21st century in the U.S? With accurate research and guidance, you can discover the needs and attitudes of the Hispanic population, which has over $925 billion in buying power.
Join us as we discuss how you can conduct online survey research in the Hispanic Market, an indisputably critical segment of your company’s core consumer base and one that requires disciplined and comprehensive integration into your research efforts to maximize profit.
will give you a primer on achieving online research success across an array of factors and provide examples of findings from recent studies. We will explain how to:
conduct Hispanic research that is market relevant and does not miss important portions of the Hispanic cultural segment -- Spanish-dominant consumers, Hispanics who have low assimilation to the U.S., and those without Internet access, to name just three
keep Hispanic consumers engaged as members of an ongoing research panel through innovative management and communications
best design a survey for the heterogeneous Hispanic Marketplace and analyze results
as she uses her experiences in developing and maintaining
to guide you to the right online research based solutions for marketing to U.S. Hispanics with maximum efficectiveness.