Knowledge Networks launches Online Panel to represent all facets of the U.S. Latino Population.

Knowledge Networks (KN) is launching KnowledgePanel Latino, a statistically balanced Web-based surveys on the full U.S. Latino population. The new panel includes those who identify with Hispanic culture and values, as well as Spanish-speaking-only individuals — all of whom are crucial for making comprehensive business and policy decisions.

Roughly 50% of Spanish-speaking-only or Spanish-dominant Latino households do not have Internet access, which means that nearly all online panels fail to reach these crucial consumers. To create KnowledgePanel Latino, Knowledge Networks is providing a laptop computer and a Web connection to those who do not have the Internet so that they can
participate in online survey research. Previously, to study the complete Latino population, companies had to turn to mall or telephone research — which is more expensive and lacks the advantages of Internet research, such as speed and use of visuals.

KN gathers detailed information on the KnowledgePanel Latino participants to understand their behavior, values, desires, and attitudes, thereby enabling a clearer understanding of the aspects and effects of assimilation. Knowledge Networks is working with Garcia Research Associates — specialists in Latino research — to recruit KnowledgePanel Latino respondents and provide consultation.

“Reaching and understanding Latinos through survey research is about much more than just ‘language spoken’,” said Patricia Graham, EVP and CMO of Knowledge Networks. “Through our commitment to statistically based recruitment, we have developed the best resource for capturing the complexity and nuances of the fast growing and heterogeneous U.S Latino population. This gives marketers and academic researchers a powerful, cost-effective new capability for studying and speaking to Latinos on their own terms, without preconceptions or sampling-related biases.”