Research

When it comes to forecasting cultural patterns among Asian Americans, interTrend Communications, Inc., a full service marketing agency targeting Asian Americans, saw the need to go beyond basic research and mere observation.

The Gay/Lesbian Consumer Online Study (G/L Study), an annual survey of the demographics, lifestyles, psychographics, and media patterns of the world’s largest gay/lesbian consumer panel online, has introduced more than 175 new brands to its survey. The new brand information will provide marketers with opportunities for more effective sponsorship programs, grassroots marketing, media planning and buying, and overall increased ROI for multicultural marketing efforts.

According to the BIGresearch Consumer Intentions & Actions Survey in mid-October, consumer confidence gains 4 points to reach 37.3% in October compared to September’s 33.4%… still off about 7 points off from last year. Consumers continue to proceed with caution, though, with 50.1% still say they’ve become more practical in their purchasing in the last 6 months, only a slight decline from September, and a gain of more than 10 points from last year.

In a glitch it said was related to an “internal software upgrade,” Nielsen Media Research late Wednesday informed clients it would delay the release of Hispanic TV ratings for Tuesday, Nov. 1. Nielsen did not disclose the nature of the glitch, but said it resulted in “an incomplete collection of data” for that day, adding that it does not expect the problem to happen again. Nielsen error, which affects both national and local ratings, would contribute to indefinite delays for some markets.

Hispanic Americans are two to three times more likely than the general population to turn to television as their primary source for entertainment-related information, according to the results of GfK NOP’s Hispanic OmniTel Media and Entertainment Study. The survey also found that Hispanics prefer to watch news magazines and sitcoms over other primetime television formats.

Hurricane Katrina has forged a strong consensus among America’s major racial and ethnic groups to eliminate poverty in America, according to a new multilingual poll. The storm and its aftermath also shook public confidence in the U.S. government’s capacity to handle catastrophes, including a terrorist attack.

Hispanics in the U.S. combine the emotional cultural connections they bring from their countries with U.S. mainstream culture to create their own unique cultural dimensions. Many of these cultural dimensions are subjective perception of life, values and beliefs that have been forged over time in their countries of origin and adopted by the communities where they originally came from.

Responding to concerns over the lack of data on Georgia’s fastest-growing community, the National Council of La Raza (NCLR), the largest Hispanic civil rights and advocacy organization in the U.S., released Latinos in Georgia: A Closer Look, a demographic analysis of Georgia’s Latino community, which grew almost 300% from 1990 to 2000.

Despite the very challenging response rate environment of the last several years, Scarborough has achieved significant response/return rate increases in each stage of our three-instrument, telephone-followed-by-mail survey approach.

Confirming a major paradigm shift in the understanding of language preference among US-born Hispanics, a new study finds that English is the overwhelming language choice among 2nd generation Latinos, and becomes nearly absolute among third generation Hispanics.

The “marketplace strength” of major brands among Hispanics and non-Hispanics varies widely, according to a new study by Encuesta, Inc. Americanos Poll: Brand Power Index Study 2005, the second release in the Americanos Poll series, evaluates the equity of 184 brands among consumers in each respective market.

Today’s consumers are driven by convenience when purchasing food items. The marketplace is overflowing with prepared foods, frozen vegetables, single serving, microwaveable items and other convenience food products. In a world where many people eat alone and don’t have the time or desire to cook, these products are helpful time-savers.

Parent-child relationships are a unique element of the Hispanic family. The relationship between Hispanic parents and their children exemplifies a dynamic union that embodies love, affection, and unity. One thing that is apparent in the Hispanic community is that family comes first when making important decisions. In a survey conducted by State Farm Insurance, Hispanics placed a high priority on saving money for their children’s college education.

Even though Hispanics comprise the largest minority group in the United States, studies show that they are largely underserved by the health care system. According to the Center for Disease Control, Hispanics were 14.4 percent less likely than non-Hispanics to have health care coverage in 2002.

Today it is estimated that there are over 48.5 million Hispanics living in the United States. Approximately 80 percent speak Spanish at home and of those people, 70 percent speak English well or very well. What does this mean for marketers trying to reach the growing Hispanic market?

The Council for Marketing and Opinion Research (CMOR) and the Marketing Research Association (MRA) announced a formal research alliance intended to enhance their synergies and better secure the protection of the research profession in the U.S.

Individual radio station ratings performances vary significantly between Arbitron’s “traditional” Diary measurement system and the new PPM measurement system being tested in Houston. This is the major finding of a new report released today by Coleman, a media research firm that provides its clients with deeper insights into music trends and branding opportunities.