KNOWLEDGE NETWORKS LAUNCHES FIRST ONLINE PANEL TO REPRESENT ALL FACETS OF THE U.S. LATINO POPULATION
KnowledgePanel LatinoSM reaches across digital divide by providing Internet and personal computer to non-Web Latino households
Menlo Park, CA; August 12, 2008: Drawing on its unique experience with bringing representative research to the Internet, Knowledge Networks (KN) is launching KnowledgePanel LatinoSM – the first online panel that enables researchers and marketers to conduct statistically balanced Web-based surveys on the full U.S. Latino population. The new panel includes those who identify with Hispanic culture and values, as well as Spanish-speaking-only individuals – all of whom are crucial for making comprehensive business and policy decisions.
Roughly 50% of Spanish-speaking-only or Spanish-dominant Latino households do not have Internet access, which means that nearly all online panels fail to reach these crucial consumers. To create KnowledgePanel LatinoSM, Knowledge Networks is providing a laptop computer and a Web connection to those who do not have the Internet so that they can participate in online survey research. Previously, to study the complete Latino population, companies had to turn to mall or telephone research – which is more expensive and lacks the advantages of Internet research, such as speed and use of visuals.
KN gathers detailed information on the KnowledgePanel LatinoSM participants to understand their behavior, values, desires, and attitudes, thereby enabling a clearer understanding of the aspects and effects of assimilation. Knowledge Networks is working with Garcia Research Associates – specialists in Latino research – to recruit KnowledgePanel LatinoSM respondents and provide consultation.
"Reaching and understanding Latinos through survey research is about much more than just 'language spoken'," said Patricia Graham, EVP and CMO of Knowledge Networks. "Through our commitment to statistically based recruitment, we have developed the best resource for capturing the complexity and nuances of the fast growing and heterogeneous U.S Latino population. This gives marketers and academic researchers a powerful, cost-effective new capability for studying and speaking to Latinos on their own terms, without preconceptions or sampling-related biases."
Capturing the diversity of the Latino population
By using KnowledgePanel LatinoSM alone or in conjunction with KN's nationally representative KnowledgePanel® – the only online panel that represents the full U.S. population – researchers can address a variety of marketing and public policy issues.
Among the key metrics that KN is capturing for Latino panelists are:
- Proficiency in Spanish and English
- Use of broadcast and print media in both languages
- Cultural values and identity – present day, and through the generations
- Social views
- Country of birth for self, parents, and grandparents
- Number of years in the U.S. (combined with age, this also reveals percent of life spent in the U.S.)
- Family and children
- Elements of their life in the U.S.
- Plans and aspirations
About KnowledgePanel®
Unlike volunteer online access panels, which anyone can join, KnowledgePanel® is representative of the U.S. population because participants are chosen through statistically valid sampling. Knowledge Networks enables non-Internet consumers to participate in KnowledgePanel® by providing them with a personal computer or an MSNTV unit, as well as free connectivity. The result is research that includes the roughly 30% of the U.S. population that is not Internet-enabled – a percentage that has remained stable for several years.
About Knowledge Networks
Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in business, government and academia. We work closely with clients to create healthy consumer-brand connections, effective marketing and advertising, sound public policies, and accurate social science research. We have established respected practices in media, marketing, advertising, and government & academic studies. KN excels in study design, analytics, and custom panel creation; we deliver affordable, statistically valid online research through KnowledgePanel® – the only available probability selected, nationally representative Internet panel.
