hispanic sample in the commodity age
TRANSCRIPT
Hispanic Sample in the Commodity AgePrepared by ThinkNow Research
General market sample has become a commodity
There are over 5,000 U.S. panels, with companies in Romania, India, and the Philippines developing U.S. targeted panels
CPIs have been driven to below $5.00 due to over supply
Quality has been compromised due to low profit margin and abundance of competition
River sample is undetectable among opt-in sample due to sample exchanges
Despite quality issues, sample thrives
Companies have began to integrate social media listening and other big data approaches yet the “why” is still important
Quality issues have been able to be overcome with larger base sizes and continuous tracking to monitor and mitigate potential sample issues
Low cost enables research companies to over sample and smooth out data inconsistencies
Quality control more difficult among ethnic cohorts
Population size much smaller than General Market: Hispanic – 18% African-American – 16% Asian – 4%
This leads to smaller representation in online panels, making it more difficult to over sample in order to mitigate sample quality issues
Successful project is more critical when supply is limited
Hispanic sample particularly difficult
There are only 2 U.S. panels dedicated to U.S. Hispanic vs. 5K+ Gen Pop panels
Sample universe much smaller, making quality more imperative
As Hispanic becomes the go-to growth demographic for companies, accurate data will be vital in making business decisions
Although Hispanic sample is available via Gen Pop panels and Exchanges, in-language and unacculturated sample has quality issues since they are not recruited in-language
Standard security measures not always applicable to Spanish-dominant, unacculturated
ThinkNow Research strives for quality Hispanic sample
Primary mode of entry to internet is via mobile for Spanish-dominant Hispanics
ThinkNow Research has both Android and iPhone apps for access as well as intuitive website to detect mobile devices
Education is a part of recruiting members, we have a dedicated call center to verify and recruit panelists
All communications are in language Support of full-service market research team that
understands cultural nuances
High-level specs of DigaYGane.com
40,000+ active U.S. Hispanic panelists Focus on Spanish-dominant, bicultural – 68% of
panelists fall into these categories Mobile friendly Call center and web enabled customer service Full-service support for sample needs Growing by 1,000 – 1,5000 panelists per month
Contact Info
Sales – Ashwin Agrawal [email protected] x3201
Technical – Cesar [email protected] x104
Corporate – Mario X. [email protected] x101