“As long as there have been campfires, humans have gathered around them and conveyed their view of the world through the use of stories.” Geoffrey Berwind nailed it. Storytelling has long since been hailed by content marketers as one of the most effective ways to capture the time and attention of prospects. Stories are powerful connectors. When told or written masterfully, they ignite the imagination and spark curiosity. But why are we talking about storytelling here in the context of market research? It’s simple. As it turns out, the way traditional market research has been reported for the last 50 years has been all wrong. That’s a bold statement, but sadly true. You’ve been there, trapped in a dim boardroom, eyes glazing over, walking through a presentation deck 100+ slides deep chock full of charts and graphs. The facts are reported, but you have to wonder just how much understanding clients walk away with.
“In the beginning there was Spanish, and that was good.” Marketing in Spanish in the U.S. may not seem like an innovation from our purview in 2017, but when the first recognized full service Hispanic advertising agency in the United States opened up in 1962 it was a paradigm-shifting marketing event. It was one of the first times national brands and companies marketed their goods and services in the U.S. using a language other than English.
For market researchers, 2016 was one for the record books. Election poll predictions were an epic fail. Historic demographic shifts rocked traditional models. And we’re still arguing over the definition of Total Market. It’s fair to say that the market research industry is in dire need of some soul searching. And as a researcher myself, I’ve done a little of my own and have come up with three Hispanic market research predictions for 2017:
What to focus on in 2017 for Multicultural Marketing There has been a lot of hand-wringing in the marketing community since the presidential election – especially among multicultural marketers or those targeting constituencies viewed to have ‘lost’ in the recent match-up. When we woke up on November 9th it appeared that the world had shifted and the idea that the U.S. was becoming a more multicultural, diverse, and inclusive nation was somehow invalidated.
There are just over 46 million Hispanic mobile phone users and this number is expected to grow to 51 million by 2020. Of this number, 84% own a smartphone (16% own a feature phone). When asked about their feelings toward their mobile phones, 27% of Hispanics say that they are addicted to them and over 23% prefer using a mobile device to a computer. While the numbers are compelling, insights into the similarities and distinctions across generational (acculturation) levels have been lacking, to date.
As Hispanic market spend continues to grow and more companies are looking to capture a piece of this growing consumer, Hispanic research has been on the same exponential growth trajectory. More and more research companies are marketing themselves as equipped with Hispanic research capabilities and Hispanic online sample providers have been growing at the same rate. As a research company dedicated to researching multicultural consumers, we have welcomed the growing number of panel companies in the space since the need for Hispanic online sample is so great.
Emotional Effect that Bilingual Advertising Has ThinkNow Research co-founder, Roy Eduardo Kokoyachuk, was asked by National Geographic’s Spanish language cable channel, NatGeo Mundo, to help conduct some research on the effects of bilingual advertising on U.S. bilingual Hispanic consumers. NatGeo Mundo wanted to explore the emotional effect that bilingual advertising has on the human brain.