Synovate’s Hispanic Consumer Panel Tops 9500 Members.

Synovate announced a significant milestone for its newly created research panel of Hispanic consumers as it topped 9500 households. As a result, leading manufacturers now have an efficient and representative source to turn to for fast and accurate research of the rapidly emerging, vibrant Hispanic Marketplace.

Synovate’s Hispanic Panel allows clients to sample via mail, and telephone. It includes households from the top seven US Hispanic markets and will expand to include the top 15 markets by 2005.

The panel provides the only truly representative view of the Hispanic Market covering language preference (English or Spanish), country of origin, level of acculturation (the process through which a person learns a new culture), as well as basic demographic characteristics necessary to incorporate Hispanic segments as part of larger general market studies.

“We are happy to see that our leading clients are as excited about the growth and success of the panel as we are,” said Mark Turim head of Synovate’s Operations and Consumer & Business Insights. “To Synovate, the creation of the panel was a natural outflow of our 55 years of panel development experience and our more than 35 years spent researching the Hispanic market.”

The Panel was created working in conjunction with a client steering committee that consisted of leading Consumer Package Goods companies. Those such as Procter & Gamble were among the first users.

“At Procter & Gamble, we understand the importance of learning about the Hispanic consumer,” said Joan Lewis, Director, Consumer and Market Knowledge at Procter & Gamble. “Historically it has been difficult and expensive to do market research among Hispanic consumers. Synovate’s creation of the Hispanic Panel is a major step forward in marketing research and promises to provide much-needed access to the Hispanic voice for years to come.”