Research

The consumer journey, or path to purchase, finds a logical end at the purchase point. But where does the journey begin? Unlike in times past, the start was pretty easy to pinpoint. While it starts where consumers learn about products, the ways in which we learn about products are far more varied, ranging from advertising, the recommendations of friends, family and online communities, as well as our own research.

A new study that proves the incremental value of genuinely reflecting culture in marketing creative was unveiled today by The Association of National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM). The Cultural Insights Impact Measure™ (CIIM™) was developed by AIMM in partnership with NBCUniversal and AIMM member companies. CIIM™ evaluates advertising creative in various categories and identifies the impact and effectiveness of cultural insights in ads and programming on increased brand relevance, ad relevance, purchase intent lift, and loyalty.

The only thing consistent about the media industry is change. Media fragmentation is the new norm. People are constantly modifying what media they consume, how they consume it and when they consume it. Currency data is critical to understanding the engagement of these audiences through reach and frequency metrics to individual media types.

The U.S. Hispanic population is diverse. These nearly 60 million individuals trace their heritage to Spanish-speaking countries in Latin America and to Spain, each with distinct demographic and economic profiles. But as migration patterns from Latin America change, the origins of U.S. Hispanics are beginning to shift. Here are key facts about how the U.S. Hispanic origin groups are changing and how they differ from one another.

The demographic profile of women who give birth in the United States is changing. This is due in part to shifting immigration patterns, but also to notable changes in birth rates among some groups, according to a Pew Research Center analysis of newly released data from the National Center for Health Statistics.

This report presents statistics on health insurance coverage in the United States based on information collected in the Current Population Survey Annual Social and Economic Supplement (CPS ASEC) and the American Community Survey (ACS).

The ANA (Association of National Advertisers) announced the creation of a new division dedicated to ensuring that the industry’s measurement systems are aligned to the business and measurement agenda of marketers.

The U.S. Census Bureau announced the median household income was not statistically different from the 2017 median, and the official poverty rate decreased 0.5 percentage points from 2017. At the same time, the rate and number of people without health insurance increased from 7.9%, or 25.6 million, in 2017 to 8.5%, or 27.5 million, in 2018.

The Hogg Foundation for Mental Health is accepting proposals for the Texas Communities Count initiative, which will support complete count efforts in Texas for the 2020 U.S. Census. The foundation plans to award grants totaling $2 million.

So many tools to choose from and lots of differing approaches from vendors interpreting your objective as a nail, or a bolt, or a screw. There’s often good reason to believe it could be all of them, but we rarely have enough time or budget or patience to make use of every tool available. So, the skilled research “craftsperson” learns to pick and choose the best combinations of tools that can efficiently, cost-effectively and uniquely address the most pressing marketing research questions.

According to Nielsen’s National Television Household Universe Estimates, there are 120.6 million TV homes in the U.S. for the 2019-20 TV season.

Currently, more than 64 million Hispanics live in the United States, making this group the second fastest-growing population segment since 2000, with 83% growth.

A combination of the emergence of big data, artificial intelligence and influential voices, such as Byron Sharp, calling for more scientific rigour have promoted the use of data to support marketing decision-making. But if the industry is to progress we need more than just data. We need understanding.  by Josh Samuel – Kantar / Global Head of Innovations

Currently, more than 19 million Non-Hispanic Asian & Pacific Islanders live in the United States, making this group the fastest-growing population segment since 2000, with 84% growth.

The real incomes of about two-thirds of households in 25 advanced economies were flat or fell between 2005 and 2014. Without action, this phenomenon could have corrosive economic and social consequences.

The Census Business Builder (CBB) is a suite of services that provide selected demographic and economic data from the Census Bureau tailored to specific types of users in a simple to access and use format.

In this report, you will find an in-depth look at Hispanic-owned small businesses – where they are located, who owns them, and what and how they like to buy.

The “opt out” revolution of high-earning women exiting the labor force to have babies, widely publicized in the early 2000s, may have been overstated.

The U.S. Census Bureau released new tables from the 2017 and 2018 Current Population Survey.

The ARF conducted its second annual Privacy Study among 1,100 American consumers during the week of March 26th, 2019. The first study was conducted during the week of May 28th, 2018. Both surveys were conducted using a Qualtrics online sample and platform and were weighted to U.S. population estimates for age, gender, and region.