Effective marketing and public policy making must include growing and distinct populations in the U.S. Online survey research, as an example, must capture the Latino population, as the voices of over 45 million Latino consumers are at stake; and Knowledge Networks (KN) is proud to announce that we are making available a full view of this population as part of KnowledgePanel®. You no longer need to rely on expensive telephone surveys or mall intercepts for your Latino survey research.
KN enables your custom study of the full spectrum of Latinos — attitudes and usage, opportunities for new products, reactions to changes in established brand marketing, brand landscape, and feelings about marketing and media communications. All of these must resonate with the heterogeneous Latino population, who currently represent 15% of the U.S.
Now, for the first time, you can accomplish all of these by conducting statistically balanced online surveys of the Latino population, covering Spanish and English speakers, as well as level of Latino identity. With KnowledgePanel LatinoSM, KN has taken quality of representation to the next level by providing PCs and Internet service for Latinos who did not have them. By doing so, we are bringing online research to a population crucial for many commercial and public policy surveys; our experience shows that roughly 50% of Spanish-dominant Latinos in the U.S. do not have Internet access.
KN's approach recognizes that there are many of views of Latinos – highly diverse beliefs, goals, experiences, and points of view. We know that "language spoken" is often not the destination considered in surveying Latinos. That is why Knowledge Networks will offer a variety of Latino identity and behavioral / attitudinal profile variables for use in your research. This suite of variables, highlighted below, will enable you to utilize the appropriate sample view for the business issue at hand.
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KnowledgePanel LatinoSM will help researchers, and the marketers they serve, take all of these differences into account as they consider
- Who is my primary target within this population?
- How do I best communicate – medium, media and tone
- What are the differences and similarities?
- What do they look for?
- Is my product or service meeting their needs?
- Is my positioning relevant?
- What new marketing efforts should I take?
- Are my existing marketing efforts achieving the best results?
- How are my target's attitudes, behaviors and beliefs different, so that I know how to effectively market to and reach them?
- What is the public-policy-making impact?
- What are my opportunities?
- Is their brand/market map the same as other populations and if not what does the mean to my efforts?
Unequaled attention to recruitment & support
To meet these goals, KnowledgePanel LatinoSM is relevant, unique, credible, and price competitive. KN offers marketing research exploring this essential and growing population with several custom and syndicated options:
- Stand-alone samples of Spanish-language and/or unassimilated
households- For studies representative of this portion of the Latino population reflecting Spanish-language dominance, strong Latino identity and low assimilation levels
- For studies requiring large, nationally balanced Spanish-language households
- Inclusive studies of the U.S. Latino population
- Unassimilated and/or Spanish-language households combined with existing assimilated and/or English-speaking and bilingual Latinos on KnowledgePanel for the most inclusive picture
- General population samples using KnowledgePanel, including
unassimilated and/or Spanish-language households- For studies of the U.S. population to assure full coverage inclusive of the Latino population as part of a gen pop survey but with a readable sample
- Deliver representative estimates related to Latinos and in comparison to other population segments
Recruiting the full Latino population
KN is drawing on the unique experience and expertise it possesses from establishing and maintaining KnowledgePanel® – the only online panel that represents both the Internet and non-Internet populations. And it has enlisted the aid of Garcia Research in our recruitment efforts, drawing on their expertise in reaching this population as well as their population expert advice and counsel.
In addition to a uniquely thorough recruitment approach that incorporates bi-lingual telephone contact with an RDD sample and oversampling of 70 key DMA®s, Knowledge Networks includes unparalleled support and "hand-holding" to all, while recognizing the unusual needs of Spanish-dominant and unassimilated households. We provide
- PC and free ISP to non-Internet households
- Spanish-language materials for PC device set up
- Toll-free, Spanish-language help-desk
- Outbound contacts to maintain engagement
- Newsletter and email communications outside the survey experience
FEATURED INSIGHTS
- Don't Just Translate, Relate – KnowledgeBase/AMA Marketing News
- Building Better Platforms for Hispanic Marketing: An Interview with Latinum's David Wellisch
- A Fresh Look at Hispanic Lifestyles: Social Cocooning, Stress, and Struggle
Patricia Graham - The Economy Is the Talk of the Town. What Is the U.S. Population Saying Back?
Patricia Graham - Marketing to Hispanics. Can You Afford Not to Research this Consumer Group?
Patricia Graham and Jannet Torres - Hispanics: A Mini-Landscape of Language, Attitudes, Values and Media Habits
- Hispanic NASCAR Fans Break the Mold
Patricia Graham
FEATURED PRESS RELEASES AND LINKS
- Hispanic NASCAR Fans Are Focus of New Report from Knowledge Networks, rEvolution
- Knowledge Networks Launches First Online Panel to Represent All Facets of the U.S. Latino Population
- Study: 91% of hispanics aware of DTV transition – Broadcasting & Cable
KN WEBCASTS
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