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GfK Launches Face-To-Face Hispanic Research Programme
GfK Consumer has launched a new regular survey of 'unacculturated' Hispanic Americans, whom it defines as 'not yet assimilated completely to their adopted country'. Around two fifths of the 42 million Hispanics living in the US are said to meet the definition.
The firm, a division of GfK Custom Research North America, says the 'Unacculturated Hispanic In-Person Research Program' will provide clients with a more complete picture of the marketplace. 'By 2050, one in four Americans will be Hispanic,' explains the division's MD, Patricia Hughes. 'It is vital that companies learn how to effectively address this burgeoning market's needs now, to help gain an edge over the competition.'
Face-to-face CAPI interviews will be conducted by a team of bilingual researchers several times a year in shopping malls in the top 10 US Hispanic markets. Respondents will be Hispanic adults (aged 18+) and interviews will typically be conducted among 80% females and 20% males, but sample gender may be adjusted to meet client marketing needs.
The service will sit alongside other GfK Hispanic market research services including GfK Roper Hispanic Omnitel, Hispanic Qualitative, and GfK Audits and Surveys Hispanic Small Food Store. Clients will be able to customise the research to test concepts and ask specific questions.
GfK consumer serves industries and categories such as consumer packaged goods, retail and travel and entertainment. Web site: www.gfkamerica.com.
The GfK launch comes soon after Nielsen announced plans to integrate Hispanic TV viewing figures as part of its general TV marketplace ratings (www.mrweb.com/drno/news6972.htm ).
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