Research

Over the last 30 years, business intelligence evolved from a cottage industry—whose main tool was a desktop computer—to a mature business using centralized, enterprise-wide analytic platforms underpinned by an enterprise data warehouse.  By Ian Dudley, Enterprise Architect

Marketing becomes an information problem as computers augment humans in the execution of online marketing. It was bound to happen, but it leaves CMOs with a question about exactly how to incorporate information skills into their organizations.

When I worked on my first survey with Hispanic respondents, circa 1980, the best-in-class approach to reach a fully representative sample was to go door-to-door.  Of course, this was pre-cellphones, pre-internet and when Hispanic landline telephone penetration was around 70 percent.  The market was growing and evolving rapidly (and still is, but in different ways).  By the later part of the 80s we were able to complete fairly representative surveys via landline.  We’ve come a long way since those early years in Hispanic marketing, and for the most part, the Hispanic consumer is as savvy and sophisticated as the general market consumer, but there are still sampling nuances to take into account.  By Raul Lopez – Principle and Chief Research Officer / New American Dimensions

So are Millennials the future of movie-going?  How often do Millennials go to the theater? What genres do they prefer? And how much do they spend on box office concessions? More interestingly Millennials are in a transitional phase of their life, so do they exhibit consistent behavior as a group?

Previously, I’ve argued that consumer confidence is almost always determined by national economic conditions, rather than by global events, or events in one or more other countries. The one exception to that rule in recent memory was the 2009 financial crisis that originated in the U.S.  Because the U.S. makes up one-quarter of global GDP, the effects on confidence were felt worldwide.  By Louise Keely, president, Demand Institute, and SVP, Nielsen

Viant partnered with Millward Brown to publish a study focusing on U.S. shopping and media consumption habits among Hispanic Americans. The report, which drew on trends across verticals and device types, produced some interesting auto-related consumer behavior findings.

This study represents the third wave of the Homeownership Survey (benchmark study was conducted June 2014), gaining insight on the attitudes, opinions, beliefs and misperceptions that Americans have towards owning a home

There’s been a lot of talk about brands, specifically CPG brands, targeting online Hispanics, and for good reason. A 2015 Google study aimed to find out how much more engaged Hispanics are with digital marketing versus their non-Hispanic counterparts, and the findings were illuminating.  By: Lee Vann, Chief Strategy Officer, Captura Group

In 2011 the Culturati U.S. Hispanic Segmentation Model proved that acculturation is non-linear and the start/end points are not definitive.  However, along with its eminent growth, the U.S. Hispanic population continues to evolve and defend its core values

The study by Nielsen Catalina Solutions generated benchmarks that allow marketers to compare the return they should expect from every dollar of their cross-media, digital video, display, linear TV and magazine advertising spending.

“I need 500 Spanish-dominant Hispanics that are primary grocery shoppers.” This is a common Hispanic sample request. While straightforward, this request is missing a critical component that could boost the integrity of the data; country of origin.  By Mario X. Carrasco / ThinkNow Research

Simmons Research announced it has integrated national TV viewership data with its National Consumer Study (NCS).

Again, it is not that one culture is completely one way or another but that there are tendencies that are more prevalent in one or the other.  Let’s look at guilt learning and experience among Hispanics.  By Felipe Korzenny, Ph.D.  / Marketing Consultant and Professor Emeritus Florida State University

For the past five years the US economy has grown at a healthy rate and most companies have enjoyed a resurgence in business, but rapidly changing demographic and technological landscapes have spurred marketers to seek out new opportunities with increasing urgency.  By Chris Foley / NCC Media

Shopping for apparel is a regular and frequent activity for most U.S. consumers. According to Nielsen Channel Track, roughly 70% of American shoppers have made an apparel purchase in the last six months, and 82% of these shoppers made purchases at a physical store.

Study seeks to determine cosmetic/ makeup purchasing habits, frequency of usage, and satisfaction/ confidence in cosmetics used by women.

Gravity announced that it has launched AudienceM — a multicultural data management platform (DMP) and the only technology to help marketers reach over 78 ethnic audiences across hundreds of segments on web, mobile and social platforms.

Recently a media buyer asked me, in the course of a presentation, whether certain insights were modeled. It’s a good question, sort of.  When I qualified the answer, telling him that the network in question had 30% return paths, and a census of declared data based on actual customer addresses, he repeated the question: Sooo it’s a model, (becoming terse) right!?  Yes, but … this model, in the grand scheme of things, was very predictive.

Latinos have become considerably more upbeat about their personal finances and optimistic about their financial future since the Great Recession, according to newly released results from a national survey of Latino adults. The survey also shows that Latinos have pulled even with the general U.S. population in their views of their personal finances and continue to outpace them on optimism about the future.

Thanks to media multitasking, US adults will squeeze an average of 12 hours, 5 minutes per day of media usage into their waking hours this year—nearly an hour more than the average in 2011. But the daily figure is now rising slowly and is expected to grow by just 3 minutes between 2016 and 2018.