NEW YORK: GfK Consumer, a division of GfK Custom Research North America, has launched the Unacculturated Hispanic In-Person Research Program, which it claims may help dispel misconceptions about Hispanic consumers.
For example, GfK said marketers may overestimate the brand loyalty of the Hispanic population, which usually extends to products available in their country of origin. Once faced with the multitude of products in the US, that loyalty may dissipate.
"This will allow marketers to determine the extent to which products and communications need to be tailored," said Patricia Hughes, managing director of GfK Consumer. "You might be surprised to find that some of the tailoring you thought you need to do, you don't."
Hughes said that over the past two years, it has seen a growing demand for information about Hispanics. Through the program GfK will conduct in-person surveys of the Hispanic population not reached through other research methods.
It will use traditional mall intercept research-one-on-one interviews conducted at shopping malls that Hispanics frequent.
"It is often true of more emerging markets that face-to-face is a more solid way to get a good sample," Hughes said.
Interviews will be conducted several times per year in the top 10 US Hispanic markets. The program also offers clients a way to share the cost of the research.
Unacculturated Hispanics, who represent 40% of the more than 42 million Hispanics in the US, still speak Spanish and consume Spanish media. They are difficult to reach through online research, the most common and economical research conduit.