Most people are surprised to learn that nearly 30% of U.S. Hispanics voted for Trump in 2016. Hispanics, it turns out, are not a homogeneous group. Over 50% are U.S. born with roots in 20 countries of origin, each with its own rich cultural and political heritage. The world, however, has changed considerably since 2016. Voters have a clearer idea of the president’s policy priorities and leadership style.

Nielsen announced that Univision has signed a multi-year agreement with Nielsen Audio. This renewal covers national and local measurement of all 58 of Univision’s owned and operated Uforia Audio Network stations in 15 key markets, which include the top 10 U.S. Hispanic markets and Puerto Rico.

Living through a pandemic changes a person’s beliefs and behaviors, some of them for life.

Puerto Rico based Horoma 3, composed of agencies de la Cruz, Lopito, Ileana & Howie and Sajo/McCann Puerto Rico  studied the impact of Covid-19 on brands.

An in-depth guide to measuring the relationship between ad exposure and business outcomes

For multicultural marketers, the need for real-time research and insights about COVID-19 and multicultural consumers is paramount.  By understanding the impact of Coronavirus on multicultural consumers, brands will be best positioned to formulate and execute plans to address this impact and build long-term, mutually beneficial relationships with multicultural segments who will be critical growth drivers across industries.

NCSolutions (NCS) released new data showing average household grocery spend has fallen since the COVID-19 Extreme Buying peak but still remains elevated at 23% higher than pre-pandemic levels. This marked shift—coupled with a return to a grocery basket mix reminiscent of pre-COVID-19 shopping patterns—indicates consumers have entered a new purchasing stage: Home-Confined Buying.

Faced with the realities of the COVID-19 pandemic, those of us working in market research are feeling the same uncertainty as everyone else. And yet market research professionals have an important role to play, by putting their management teams in touch with customers and offering sound, evidence-based advice.  by Nigel Hollis

The U.S. population was at 328.2 million on July 1, 2019, up 0.48% since July 1, 2018. Growth has slowed every year since 2015, when the population increased 0.73% relative to the previous year.

A new Ipsos poll, conducted on behalf of The Daily Beast, examines whether Americans are able to sort through recent false claims made about COVID-19 (three-quarters correctly identify that “anyone who wants a test can get a test” is untrue), while examining attitudes around the virus and its impact on the economy. Though most Americans disagree that it is time to end social distancing to get our economy back on track, there is a wide gulf between Democrats and Republicans on this.

Updates and news on the coronavirus, or COVID-19, are changing rapidly. Companies and brands are communicating with consumers about how business is being impacted, how it affects consumers, and what they’re doing to keep everyone healthy. Using Suzy, a real-time market research platform, 4A’s Research surveyed 1000 consumers on March 18, 2020 to understand how consumers feel about brand communication during the pandemic and learn how COVID-19 is changing people’s daily routines.

Just-released research from GfK shows that the novel Coronavirus (also known as COVID-19) will have significant short- and long-term effects on brand affinity and consumer purchases in the US.

Hispanics are more concerned than Americans overall about the threat the COVID-19 outbreak poses to the health of the U.S. population, their own financial situation and the day-to-day life of their local community, according to a new survey fielded as part of Pew Research Center’s Election News Pathways project.

Hispanics are on track to becoming the largest ethnic minority group in the U.S. this year. Not only does this have serious implications for the presidential election, but also for brands seeking new markets to combat stagnating sales. But it’s not just Hispanics. Population growth among African American and Asian American consumers continues to rise, as the population of Non-Hispanic Whites flatline.

The decades long tracker we’ve been running? Weakened. Longitudinal data relies on consistency, the assumption that external factors change only slight over time. COVID-19 has proven to be a global catastrophe, changing our daily lives in ways we could have never anticipated from the decimation of global supply chains to the way we interact with each other on a daily basis. Trackers prior to the COVID-19 outbreak will serve as reminders of how life was prior, but new data will be needed to anticipate how consumer purchase behaviors have changed in light of the pandemic.  By Mario Xavier Carrasco - Co-Founder & Principal at ThinkNow

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