Anthony Baradat Iglesias Forms Alliance With Decision Partners.

Anthony Baradat Iglesias Advertising & Public Relations (ABI) and Decision Partners LLC (DP) announced they have entered into a strategic alliance designed to enhance the effectiveness of their client’s marketing communications strategies within the Hispanic market in the United States and abroad. The timing of the ABI/ DP alliance matches a surge of interest among marketers in better methods for tapping the growth of the Hispanic market.

The ABI/ DP partnership represents a benchmark in Hispanic market communications expertise, as the first firms to come together to offer clients the capability to develop and deliver integrated communications strategies based on insights into buyer beliefs and rationale, available only from a proven research method, known as “mental models research”.

The ABI/DP approach is called Pulso, which literally translates into “pulse”. Pulso provides marketers with an in-depth understanding of people’s beliefs and rationale, and is able to pinpoint influences in decision-making. With PulsoTM’s results, communication strategies and tactics can be precisely tailored to address the decisions Hispanic consumers must make, such as decisions to purchase or trial new products or services, or make investments.

“Pulso™ confirms and consolidates our business strategy at ABI, namely that we have a responsibility to our clients to be strategic, even scientific in our approach,” said Mr. Anthony Baradat, President of Anthony Baradat Iglesias Advertising & Public Relations. “For creative to be truly strategic, it must be based on knowledge of people’s thinking, interests and priorities concerning the value and performance of products and services, – Pulso™ can provide that basis,” stated Mr. Baradat

“The exceptionally rich results typical of the Pulso™ method allow the creation of decision-specific communication strategies and messages. The guess work about what best to say and how best to say it, that often guides creative, is eliminated.” said Mr. Gordon Butte, President of Decision Partners.

“Leading marketers realize that communicating effectively with the Hispanic market, now at over 35 million people in the U.S., demands communications appropriate to the Hispanic demographics’ language, lifestyle, values and perspectives,” Mr. Butte noted. “Until now, marketers have had access to research methods with sharply limited capabilities in terms of accurately understanding the thinking-process of Hispanic consumers.”

Historically, research options for the Hispanic market have been limited to a narrow range of methods, primarily focus groups, random-intercept surveys and opinion polling. Such techniques cannot reliably produce insight into reasons underlying people’s beliefs and decisions. By itself, or in combination with conventional methods, PulsoTM, which is based on mental models research methods, enables companies to discover and thoroughly characterize how people think about situations, topics, goods, benefits, risks, and tradeoffs. An understanding of these and related aspects of people’s decision-making is key to formulating communication strategies that bring about well-informed decisions and choices.