Research

Research was conducted to better understand how ANA members are using data to manage agency relationships and how learnings can be applied to optimize client/agency performance.

As part of its wide-ranging, multiplatform political and electoral coverage, Univision News presents a special digital report that provides a comprehensive overview of Hispanics in public office across the United States over the last two decades: “Latinos en Power.”

A new survey of Hispanic Baby Boomers conducted by health and well-being company Humana Inc. revealed that despite notable barriers, many Hispanics age 55 or over have a positive outlook on their health and are strongly motivated to stay healthy, with almost half of the respondents reporting they don’t feel old and still have many goals they wish to accomplish.

New research by a Rice University marketing professor debunks a long-held belief by companies that they could charge more for locally produced goods and services because of consumers’ sense of attachment to their community. The study, published in the Journal of Marketing, determined consumers with a local identity will pay more than consumers with a global identity even when a product’s country of origin is unknown.

Nielsen announced that it plans to leverage its Portable People Meter (PPM) technology and panelists to measure out-of-home viewing for national television clients.

Nielsen announced that it will open its Consumer Packaged Goods (CPG) data and insights to third-party analytic companies on a historic and broad scale, with the launch of the Nielsen Connected Partner Program.

When asked whether racial issues were improving in the U.S., males agree (strongly/somewhat) at almost double the rate than women did (50% vs. 27%, respectively). Males (36%) were also more likely to agree that politicians are trying to make their lives better when compared to females (20%).

The Latina SmartPurse is an innovative research initiative focused on the Hispanic female in the U.S. This progressive research takes a deep dive into the modern Latina consumer, her influence, and what she expects from brands when making purchasing decisions.

African-Americans are exuberant and reflective—optimistic about present-day advances in income, education, entrepreneurship and health care, and determined to forge a better future as influential leaders and catalysts of social awareness against discrimination and social injustice.

Sensis and ThinkNow Research have launched their newest study, the “We are Gen Z Report” – a deep dive into the most diverse generation in American history, Gen Z.

An industry-wide initiative, led by the trade group AHAA: The Voice of Hispanic Marketing, is working with leading measurement data providers including Nielsen, IRI, Comscore and others to assess and recalibrate their Hispanic sampling representation and measurement methodologies. By improving these key metrics, marketers will be able to more accurately measure Hispanic audiences across screens, estimate their purchases and evaluate Hispanic ROI regardless of language or media.

Young Hispanics, who are digitally savvy and culturally connected, are a particularly important audience. To help marketers gain a greater understanding of their interests and perceptions, we partnered with market research firm Ipsos and research partner Audience Theory to survey Hispanics in the U.S., with a specific focus on the third generation.

As we move further into the digital age, it should come as no surprise that our usage of mobile devices has become ubiquitous. As content consumption continues to evolve, it’s essential to look at the reach various devices have, how often consumers are using them and how long they’re doing so.

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.