Martin Cerda Shares His Views on the Future of U.S. Hispanic Marketing

This week, Encuesta, Inc. Founder and and Research Director Martin Cerda spoke to a University of Miami International/Cross-Cultural Advertising class about the future of the U.S. Hispanic marketing industry. The topic of the presentation, “How the Historic Use of Black Social Dance in Advertising Explains the Future of U.S. Hispanic Marketing”, explores trends in social identity, 100+ years of advertising history, and the use of black social dance elements in advertising to the general population.

Encuesta, Inc. Celebrates its 23rd Anniversary!

This week Encuesta, Inc. celebrates its 23rd Anniversary (1989-2012)!

Thanks for all of the support over the years, it’s been a great ride.

Encuesta, Inc. Sunsets Two Experimental Social Media Research Observation Communities

Encuesta, Inc. Sunsets Experimental Social Media Observation Communities

After six months of public engagement with tens of thousands of U.S. Hispanics, Encuesta, Inc. today announced the end of their use of two experimental Latino research platforms in the form of a “Q&A poll community” (“Encuesta” and separately a non-partisan “public forum community” (“estamos UNIDOS” designed to explore issues of great importance to the nation. Both public communities were deployed on sites using open-source online community software platforms and an even greater presence on Facebook and Twitter to promote participation and provide opportunities for observation. We thank the public for their interest and participation and want to commend our peers for their input and support.

The findings of the experiment will serve to improve bests practices in the area of social media monitoring, panel member acquisition, and the development of private insights communities (MROC) on behalf of our clients.

Image (Top): Example of Encuesta, Inc. Online Research Community Portal Entrance for Private Insight Communities (Proprietary MROC Using an Industry Leading Software Platform)

Images (Bottom): Branding Elements of Encuesta, Inc. Experimental Research Platforms

Case History: Domino’s Pizza Leads with Hispanic Market Insights and Launches a New Mainstream Initiative

This week Encuesta research client Domino’s Pizza announced a major new initiative and we are proud to say that they are leading with Hispanic consumer insights in the application of mainstream market strategies. Bravo!

Below is the company’s press release announcing the Domino’s Perfect Combo.

Domino’s Pizza® Debuts Domino’s Perfect Combo, Inspired by Hispanic Customer Feedback

Today begins Domino’s first ever Spanish-language campaign promoting national bundle offer

ANN ARBOR, Mich., June 18, 2012 /PRNewswire/ — Domino’s Pizza (NYSE: DPZ), the recognized world leader in pizza delivery, is giving its customers a reason to gather by introducing Domino’s Perfect Combo – a national bundle offer inspired by Hispanic customer feedback. It will mark the first time Domino’s has supported a bundle offer with a national Spanish-language TV campaign.

Domino’s Perfect Combo, featuring some of Domino’s fan favorites bundled together – resulting in a great value – includes two medium one-topping pizzas, a two-liter Coca-Cola® product, a 16-piece order of Parmesan Bread Bites and an eight-piece order of Cinna Stix®.

Beginning today, the Spanish-language national advertising campaign will demonstrate how Domino’s Perfect Combo came to fruition based on the feedback received from Domino’s Hispanic customers wanting a complete meal for the entire family.

“Customer feedback is a top priority for Domino’s, and we’re excited to offer a combination of a few favorite Domino’s products at a great price,” said J. Patrick Doyle, Domino’s Pizza president and CEO. “This is the first time we have introduced a Spanish-language advertising campaign around a national bundle offer, and we hope to help make the next family gathering even better by having something everyone can enjoy.”

Perfect for family reunions, summer gatherings, stay-at-home movie nights and upcoming sporting events, Domino’s Perfect Combo is available for only $19.99. While Domino’s Perfect Combo was inspired by the insights of Domino’s Hispanic customers, all consumers will be able to enjoy the taste of a great deal.

“Thanks to our Hispanic customers, anyone who orders from Domino’s will be able to enjoy this great offer just in time for the summer,” said Doyle.

About Domino’s Pizza®
Founded in 1960, Domino’s Pizza is the recognized world leader in pizza delivery. Domino’s is listed on the NYSE under the symbol “DPZ.”  As of the first quarter of 2012, through its global footprint primarily made up of locally-owned and operated franchises, Domino’s operated a network of 9,810 franchised and Company-owned stores in the United States and over 70 international markets.  During the first quarter of 2012, Domino’s had global retail sales of nearly $1.7 billion, comprised of over $830 million domestically and nearly $855 million internationally.  Domino’s Pizza had global retail sales of over $6.9 billion in 2011, comprised of over $3.4 billion domestically and over $3.5 billion internationally. In May 2011, Pizza Today named Domino’s its “Chain of the Year” for the second straight year – making the company a three-time overall winner, and the first pizza delivery company to receive the honor in back-to-back years.  In 2011, Domino’s was ranked #1 in Forbes Magazine’s “Top 20 Franchises for the Money” list.

Source: PR Newswire

Ethnographic Research Among U.S. Hispanics

Encuesta is a major proponent of ethnography (i.e. in situ contextual interviews) and often recommends these soft-insight gathering approaches instead of traditional qualitative methods such as focus groups and one-on-one in-depth interviews (IDIs). Given the amount of interest in this area, we are often asked to provide examples of our ethnographic research which is difficult as most of our work is proprietary in nature. Fortunately, one of our projects was made public last year by our client Univision Communications, the leading Spanish-language media company, in the form of a webinar that includes portions of the video footage from the sessions.

To learn more about the project and see the webinar, see the original press release below (10/03/11).

Univision Study Reinforces Deep Emotional Connection Bilingual Hispanics Have With Language and Culture

NEW YORK, NY – OCTOBER 3, 2011 – Univision Communications Inc., the leading media company serving Hispanic America, unveiled the findings of an ethnographic video research study which reinforces the importance of language and culture among bilingual Hispanics in the U.S. Presented in a “Hispanic 411: Insights to Grow Your Business” webinar recently, Univision revealed the four keys to help marketers demystify and understand acculturation. The goal was to help marketers connect with bilingual Hispanics.

“Univision has seen an increased interest from marketers to develop a deeper understanding of acculturation,” said Graciela Eleta, senior vice president of Univision’s Client Development Group. “This video ethnography allowed for a candid discussion from our audience on how they are emotionally impacted by language and culture. Using the insights of this study and others, we can help marketers and agencies effectively engage with bilingual Hispanics while not allowing acculturation definitions over complicate targeting efforts.”

The study, fielded by Encuesta, Inc., consisted of 12 contextual video interview-based ethnographic research sessions conducted in Miami, New York, Houston and Los Angeles with bilinguals who were either born in the U.S. or have been residing in the country for 75 percent of their life.

During the Hispanic 411 webinar discussion, Eleta and Liz Sanderson, senior director of Univision’s Client Development Group, revealed four keys to understanding acculturation:

Acculturation is not a linear journey. It is an ongoing and ever-changing process with no particular end-point; Hispanics don’t necessarily want to reach a “fully assimilated destination.” As such, Univision suggests using the word “acculturating” instead. Every Hispanic, from a new immigrant to a fourth generation Latino, is on his or her own personal path. As shown in the first-hand video accounts, young bilingual Hispanics are proud of their background, with second generation Hispanics identifying themselves by their parents’ country of origin.

Secondly, acculturation involves more than just language. Acculturation should not be confused with “Hispanics who speak English.” Language is a large passion point in the Hispanic culture, but so is food, family, music, sports, fashion, celebrities and spirituality. According to the study, bilingual Hispanics feel these passion points are integral to their identity and therefore feel a need to preserve them. Participants revealed they view Spanish as the language of self expression and emotion; it is the language of the heart. Young Hispanics also realize the value of being bilingual in the workplace and in passing down the language to their children.

The third key to understanding acculturation is that it’s additive not subtractive. Hispanics are incorporating American values, aspirations, traditions, holidays, foods and music and layering these on top of their Hispanic culture. In the ethnographic study, young bilinguals revealed they think this makes them more interesting. The study also revealed that Hispanics often switch between languages freely and unconsciously. Being bicultural allows them to experience the best of both worlds. This represents their “cultural duality.”

Finally, bilingual Hispanics’ cultural duality creates an appetite for all things Hispanic. More than Spanish fluency and more than English fluency, cultural fluency is what resonates with bilingual Hispanics. They are drawn to media and marketing messages that accurately and fully reflect their Hispanic-American lives.

To view the “Hispanic 411: Insights to Grow Your Business” webinar, which also presented implications for marketers as they develop and execute their Hispanic efforts, please click here.

Throughout the coming months, Univision will host additional webinars showcasing insights on the Hispanic consumer.

Read more:

Situational or Contextual Identity Among U.S. Hispanics

This week at the annual American Association for Public Opinion Research (AAPOR) conference, our research director Martin Cerda will present the findings of an experiment conducted by Encuesta on the subject of contextual identity among U.S. Hispanics as it relates to the survey research process (see abstract below).

The experiment was designed to build on Encuesta’s less structured self-identification approach known as the Ethno-Racial Open Identity Classification (EROIC) which was well received at last year’s annual conference and was recently approved for post-conference publication in the June 2012 issue of AAPOR’s Survey Practice (an online-only journal). The study based on an online survey was designed to assess the possible impact of context from the screening process on the manner in which Hispanics define their race and ethnicity or respond to questions related to Latino themes or important issues.

The results of the experiment indicate that open-end question formats and text coding approach such as EROIC are useful ways for U.S. Hispanics to express their own notions of race and ethnicity and effectively and efficiently self-identify themselves as part of a survey research process without the need to ask a specific question that references “Hispanic” or “Latino” ethnicity.

Conference Abstract:

An Experiment Among U.S. Hispanics Regarding Contextual Identity with Survey Research Design Implications – Martin Cerda, Encuesta, Inc. (Miami, FL)

In this era of unprecedented technological progress, it is now more evident than ever that the context in which an individual experiences the delivery of communications is more crucial than ever. This has important implications for those interested in reaching and impacting thoughts and actions, and correspondingly in how public opinion is gathered and measured as part of the survey research process.

U.S. Hispanics, and in particular bilingual and bicultural Latinos, represent an interesting case in this regard as many often negotiate their ethnic identity continuously during the course of an ordinary day in response to the multidimensional context that surrounds them. This can create unique challenges for survey researchers if for example improper question flow or inappropriate race and ethnic identity constructs are used as part of the screening process.

To explore this issue, an experiment was designed to build on the less structured self-identification format developed by the author (An Exploration of Racial and Ethnic Identity Constructs among U.S. Hispanics with Implications for Survey Design and Analysis; AAPOR Conference 2011, Martin G. Cerda, Ilgin Basar and Jessica Jamanca; Encuesta, Inc.) in order to assess the possible impact of context from the screening process on the manner in which Latinos define their race and ethnicity or respond to questions related to Latino themes or important issues.

Specifically, a series of test and control studies will be conducted using online surveys to explore the likelihood of introducing bias or demonstrate how respondents with similar origins, heritage, acculturation levels, or language proficiency can be influenced on how they describe their ethnic identity or answer relevant attitudinal and behavioral questions.

The findings will demonstrate possible solutions when conducting survey research among U.S. Hispanics in order to reduce or eliminate undesired influences of contextual identity.

The Use of Memes by Researchers

As researchers who read the Dawkins book that coined the word “meme” when it was first published, we are really getting a kick out of seeing its now widespread use by the general public. In 2009, Encuesta used a viral meme campaign to promote its 20th anniversary. Here is a brief description of the campaign from an NGMR story.

Hispanic NGMR Video Meme

August 26th, 2010 (Original NGMR Publication Date)

NGMR Meme Educating and Thanking Latinos for Participating in Research Process

Today we have another corporate/branded market research meme submitted by Martin Cerda of Encuesta. The video submitted below started as a viral campaign almost a year ago and continues to this day. YouTube videos in both Spanish and English below.

Similar to Toluna’s video meme submission earlier this week, the video attempts to simultaneously reach the population and decision makers about “the survey research process”. In the true spirit of memes the video was conceived and produced primarily in-house with a limited budget.

As Martin put it:

We want to thank Hispanics nationwide for allowing us the privilege to enter their lives on a daily basis, all in an effort to have one person’s opinion represent that of thousands of members of their community… Latino participation in the survey research process helps advance public understanding of social and economic issues and helps influence government and corporate decision makers.

The video meme continues to be circulated today and successfully promotes awareness of the survey research process among Latinos (a challenge even for the titans of our industry including Nielsen), and has improved recognition of U.S. Hispanics among decision makers as consumers in the importance of market research.

Thank You Martin!


Hello! • ¡Hola!

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