Research

Our team recently took the opportunity to travel to Cuba to get to know the Cuban people better and understand their beliefs, customs and norms as they are today, 50+ years after the revolution and the embargo. This initiative allowed us to develop better ways to navigate the logistical aspects and most appropriate methodologies, to be used when working with this population, which has basically never been exposed to consumer research.

A newly released study by Richards/Lerma and The University of Texas at Austin, Stan Richards School of Advertising & Public Relations has uncovered key differences between Millennial ethnic segments regarding their perceptions and ideals regarding U.S. issues and politics. The national study, “Millennials Deconstructed” was conducted among 1,000 Millennials aged 18-34 with representation across White, Black, Hispanic, and Asian ethnicities and reveals many counterintuitive assumptions that prove just how dynamic the social fabric of our nation has become.

A new Quant-Qual study by Santiago Solutions Group titled “Gen Z: Hispanics vs. White Non-Hispanics on Aspirations, Stress, Family and the Influence of Culture”, revealed many ways in which Gen Zers are heightening beliefs and developing distinct behaviors as opposed to Millennials when they were 13-20 years of age. 

There’s no denying the growing influence of multicultural consumers in the U.S. Hispanic consumers are of particular relevance, given their growing numbers and spending prowess. Their influence on the media landscape is equally noteworthy, including radio.

Media use and interest in advertising among Affluent consumers continue to grow, even from already high levels, according to the Fall 2016 Ipsos Affluent Survey USA.

Beyond the expected fact that incomes continued to rise for Asian Americans and Hispanics at the fastest rate among racial/ethnic segments in the U.S. is a hidden jewel for marketers.  Latino Upscale & Affluent Household formation continued to increase 2.4 times faster than White Non-Hispanics’.

Nielsen announced that as part of its ongoing effort to advance television measurement, it will expand the use of its Portable People Meter™ (PPM) technology to provide direct persons measurement for Local TV ratings.

tudies have shown that millennials tend to be less brand loyal than preceding generations. With access to more marketing channels and greater exposure to advertising, millennials have more forces impacting their purchase decisions than other age cohorts.

Nielsen announced Digital Content Ratings is available in full syndication for clients beginning Sept. 30, 2016.

The U.S. Hispanic population is exceptionally diverse and the report considers different variables, such as country of origin, number of generations in the U.S., sex, age and family structure. According to PwC, companies will need multiple customized strategies to appeal to the unique preferences of these different Hispanic ethnicities and generations. In short, marketing to U.S. Hispanic consumers requires a nuanced understanding of their behaviors.

For consumers, having content options is no longer a luxury, but an imperative. And so, too, are the multitude of devices that they use to engage with that content—be it a TV, tablet or soon-to-be emerging technologies. But having a plethora of content options at our collective fingertips doesn’t necessarily mean consumers are connecting with ALL choices ALL of the time.

As a consumer group, they’re just starting to flex their spending power, which will grow significantly in the coming years. While they’re years from fully establishing themselves, they’re already having a marked impact on the global consumer landscape.

EY and the Economic Innovation Group (EIG) released a new national survey of Millennials gauging their views on a variety of issues related to the economy, education, American institutions, and the challenges they continue to face almost seven years into the recovery from the Great Recession. The results reveal a generation convinced the economy is failing them, a generation that is willing to work hard to better their lot, and a generation experiencing a great deal of anxiety about the future. Many Millennials entered the workforce in the midst of a deep economic crisis and today find themselves racked by student debt and lacking confidence in most American institutions.

The FCC’s latest proposal relies on apps to be developed by pay-TV providers and then licensed to third parties for use on their own platforms and networks. At this point, though we’re not sure just how, the FCC sees itself as the arbiter of such agreements and intends to take enforcement action against discriminatory or unreasonable behavior in apps’ implementation.

Coming to America can be a challenge for immigrants. Adapting to a new way of life is another — and sometimes more painful. The process involves far more than learning the dominant language and counting money in the local currency. But subsequent generations often are able to skip those difficult steps.

The IAB Data Center of Excellence and DMA, the largest U.S. data and marketing association, have released “The Data-Centric Organization,” a whitepaper showing that a lack of talent and ongoing functional silos are major hurdles to taking full advantage of “big data.”

The U.S. unauthorized immigrant population – 11.1 million in 2014 – has stabilized since the end of the Great Recession, as the number from Mexico declined but the total from other regions of the world increased, according to new Pew Research Center estimates based on government data.

Digital interactions influence 56 cents of every dollar spent in retail stores, totaling $2.1 trillion by the end of the year–up from 14 cents of every dollar spent in 2013, according to Deloitte’s latest study, “The new digital divide: The future of digital influence in retail.”

For many years concerns about “digital divides” centered primarily on whether people had access to digital technologies. Now, those worried about these issues also focus on the degree to which people succeed or struggle when they use technology to try to navigate their environments, solve problems, and make decisions.

Two-plus years on from the launch of the Viewability Guidelines for desktop display and video ads, there continues to be a great deal of discussion around viewability across the industry.  We understand the focus on this, given its importance and the difficulties that are always inherent to a shift in an industry’s currency measurements, but we also believe the debate is overly focused on analyzing the limitations of viewable impressions rather than understanding their intent.