Research

Spring is here in DC.  Still some cool days, but progressively it is looking and feeling like summer.  People are anxious—they are increasingly going out, but still are fearful of the external COVID-19 world.  And America is, well, America—completely disorganized and decentralized politically.

How does the Puerto Rican consumer feel about buying right now? What can brands do to encourage consumption? We asked 200 Puerto Ricans and here’s what they said…

H Code released The Hispanic Healthcare Report, the first resource exclusively revealing Hispanic preferences and attitudes towards the current state of healthcare in light of the COVID-19 outbreak and 2020 U.S. presidential election cycle.

In this research we explore consumers’media consumption habits during the outbreak of coronavirus. We dig deeper into what media people are consuming more of (and plan to continue after the crisis ends), what sources of information they find most trustworthy generally and on social media, whattheywant to see more of in news coverage, their willingness to pay for trustworthy information, and what they expect from sports leagues at this time.

One-in-ten eligible voters in the 2020 electorate will be part of a new generation of Americans – Generation Z. Born after 1996, most members of this generation are not yet old enough to vote, but as the oldest among them turn 23 this year, roughly 24 million will have the opportunity to cast a ballot in November. And their political clout will continue to grow steadily in the coming years, as more and more of them reach voting age.

For much of our industry’s history, market researchers have used intentional questioning to generate structured data to derive insights from, but as technology has grown in its ubiquity, we’ve gained access to new unstructured data sources and the resources to turn this messy data into insights.  by Kyle Findlay – Senior Data Science Director (Innovation) / Kantar

Media buyers should follow five key criteria when venturing into the complex and opaque ecosystem of third-party data that is designed to help them target their programmatic digital media buys.

This video is made with Nielsen’s proprietary study Scarborough R1 2020. It was on the field from September 2019 to November 2019 and was released in Q1 2020. This video was commissioned before Covid-19 hit Puerto Rico so we added a small update at the end.

A tremendous amount of money is spent on data for media buying decisions, specifically third-party audience data. Third-party data can come from many different sources, and multiple methodologies can be used in its collection, structuring, and marketing. This often makes it difficult for advertisers to understand exactly what they’re buying, leaving advertisers at a disadvantage and at risk of purchasing data that’s unsuitable for their purpose. To address this problem, advertisers need to evaluate the quality of a dataset before purchasing it.

ADMERASIA has launched an ongoing research series ADMERASIA COVID-19 MONITOR to help brands track the shifts in consumer attitude and demands during the pandemic to aid in a successful revival. Released on April 26th, Life After COVID-19 is the series’s first report, featuring findings from a proprietary online survey that examined Americans’ sentiments during the lockdown and their vision of life after.

To get a pulse on consumer sentiment and offline behavior during the coronavirus pandemic, Comscore asked questions relating to this crisis as a part of several of our syndicated surveys.

Today’s parents are ‘rediscovering,’ likely out of necessity, what their parents and grandparents always knew. TV makes a pretty good babysitter for homebound kids. Now several weeks into the novel coronavirus (COVID-19) shutdown in the U.S., a clearer picture is emerging around how “shelter-in-place” orders are affecting the daily lives of American families in local cities across the country—specifically as it relates to their TV appetite, according to a new Nielsen study.

The U.S. Census Bureau released new tables from the 2019 Current Population Survey Annual Social and Economic Supplement.

NGL Collective has announced the launch of NGL Insights in partnership with ThinkNow ConneKt, offering advertisers technology-driven cultural insights and over 1.5 million first party data points gathered across thousands of multicultural surveys, augmented by insights from NGL’s massive Hispanicize social influencer network. 

Strada Education Network has released a new analysis of Public Viewpoint: its weekly, nationally representative survey tracking the impact of the global pandemic on Americans’ lives, work and education. The analysis examines the last four weeks of survey data by race and ethnicity, finding that black and Latino Americans disproportionately report job and income loss, respectively.

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.

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.

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

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.

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.