Unacculturated Hispanic in-person research.

GfK Consumer, a division of GfK Custom Research North America, announced the launch of its Unacculturated Hispanic In-Person Research Program, the first of its kind to gather consumer intelligence from the marketplace, representing 40% of the more than 42 million Hispanics in the U.S.

Defined as a population that has not yet assimilated completely to its adopted country, this unacculturated segment is the fastest growing and most impressionable group among all U.S. Hispanics. The new GfK service will provide consumer-driven companies the opportunity to capture a more complete picture of the unacculturated Hispanic marketplace, which is extremely difficult to reach through online and telephone research.

“By 2050, one in four Americans will be Hispanic,” says Patricia Hughes, Managing Director, GfK’s Consumer. “It is vital that companies learn how to effectively address this burgeoning market’s needs now to help gain an edge over the competition.”

Conducted several times each year in shopping malls in the top 10 U.S. Hispanic markets, GfK’s program seeks to reach this elusive market with in-person interviews using bilingual researchers. As the only regularly fielded face-to-face survey of the Hispanic marketplace, the initiative joins other GfK Hispanic market research services including GfK Roper Hispanic Omni Tel, Hispanic Qualitative, and GfK Audits and Surveys Hispanic Small Food Store Audit. Clients can customize the research process to test concepts, ask specific questions and participate in in-person studies.