Latin Pulse launches new Internet Research Service.

Latin Pulse has introduced a new, cost efficient methodology for quantitatively testing marketing initiatives over the Internet. This new Internet research service is designed for marketers who want to quickly test fewer ideas at a lower overall cost, yet still want the reliability and projectability that traditional focus groups cannot guarantee. The primary approach of Latin Pulse will still involve central location testing for measuring various marketing applications, since this diagnostic methodology provides so much rich, projectable data.

“Researching U.S. Hispanic consumers cost effectively with projectable sample sizes has always been a major challenge for U.S. companies,” said Mario Quinones, President of Latin Pulse. “Many tend to use focus groups instead because they are viewed as less expensive than traditional quantitative testing, although these qualitative results can be misleading and actual costs of repeated sessions often become excessive. Reaching and testing Hispanic consumers on the Internet has been a particular problem because of relatively low online incidence and difficulties of ensuring a representative sample. However, we have found the right panel to ensure sufficient Hispanic online users, while continuing to use our unique computer controlled methodology.”

“The big advantage of the Latin Pulse model for Internet testing among U.S. Hispanics is that a marketer can quickly get reliable test results on select ideas which would be projectable, validated by Latin Pulse norms, and usually less expensive than 2-3 focus group sessions,” commented Jay Gronlund, Vice President, U.S. Managing Director, Latin Pulse, based in New York City. “In addition, we use a sample of U.S. Hispanics that covers the entire U.S. and all levels of acculturation. Like our central location testing, we can quantitatively test concepts, advertising, and other marketing initiatives, even using our new E-Factor model to test emotional responses.”