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MRSI Launches Guide to Hispanic Research
US agency MRSI (Marketing Research Services Inc.) has launched ENFOQUE(SM), a 3-step solution designed to guide the research process for companies marketing to Hispanics in the US.
ENFOQUE ('focus' in Spanish) consists of 3 steps, labelled Discover, Explore, and Grow, and aims to help clients understand how social and cultural influences, acculturation, and other research considerations affect the group and the results. Each step uses a customized mix of both quantitative and qualitative research tools.
MRSI's Chief Operating Officer, Todd Earhart, says marketers recognize the necessity of marketing to Hispanics, 'but the issue here is: how do we do it? MRSI has spent years conducting research among Hispanics and we know how crucial it is to fully understand the nuances of this market when developing marketing strategies. Yet often the need to conduct this research, although acknowledged, is ignored because marketers don't know exactly how to go about it. That's where MRSI and ENFOQUE come in'.
MRSI has a section of its web site dedicated to the new service at www.enfoque.mrsi.com
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