For better or for worse, online research panels have evolved (or devolved…) into a transactional marketplace between the research company and the panelist. There is no connection to the company from the respondent perspective and there is no personalization. As a respondent the only communication you receive from the panel is via email, and it is never a warm email just an iteration of take this survey for this many points…not even a thank you.
As the need for Hispanic sample increases, the number of Hispanic panels popping up is increasing as well and just like gen pop panels, not all Hispanic panels are created equal. I would argue that this statement carries even more weight with Hispanic panels due to the complexity of creating national representation among this demographic.
Census regions are probably the last thing you think about when procuring Hispanic sample. Language, acculturation, and country of origin are likely at the top of your list. However, census regions are linked to all of the above.
Between 2010 and 2014, overall expenditures among America’s top 500 advertisers only increased by 6 percent. Meanwhile, ad spending in Hispanic media jumped 51 percent during those four years, from $4.7 billion to $7.1 billion, according to the Association of Hispanic Advertising Agencies.
After reading an article regarding how important Vitamin D from the sun is, I made a New Year’s resolution to take a daily walk around the block here at our office in Burbank. Beyond the mental and physical benefits on my walk I have also been able to talk to people working around the neighborhood in our office as we are lucky to be near a commercial district and a residential district. As a market researcher working in the Hispanic market, I have been taking the opportunity to briefly speak with contractors, gardeners, and day laborers.
Panels play a critical role in the execution of market research projects. A well-formed, enthusiastic group of panelists allows researchers to engage with their target audience and get the kind of feedback they need to make smart business decisions. The problem is, building a Panel is hard work. Aside from the technology needed for housing the database and the internet interface for registering online, Panel building requires a broad and sustained marketing effort to ensure that new and qualified, potential panelists are continually registering to be members of the panel. And as they say… more is better. Then once they’re in the panel, it’s important to regularly communicate with and engage the participants so that they stay committed to their involvement.