How To Buy Hispanic Sample in 2018

December 6, 2017 Author: Mario X. Carrasco

With only a few weeks left in the year, it’s fair to say that 2017 was the year of Hispanic sample. We saw an explosion of new Hispanic panels come online and provide quality sample helping us meet the demand for quotas we must fill regularly. We anticipate demand for quality Hispanic sample to continue its upward trajectory as companies attempt to better educate themselves on the diversity that exists within the Hispanic community in efforts to improve targeting and resonance in 2018.

But as new providers enter the Hispanic sample market, filtering the cream of the crop becomes increasingly difficult. Hispanic sample buyers are tasked with selecting sample providers that meet their clients’ standards. That’s no easy feat considering everyone positions themselves as “the best,” which is often a red flag in itself.

In addition to overstating things, there are a few other things about Hispanic panels sample buyers should be aware of before you select a Hispanic sample provider:

  1. Recruitment – Recruitment is a critical aspect of all panels and determines quality across all segments. It is especially vital for Hispanic panels. Hispanic sample encompasses over 20 countries of origin and two languages (Spanish/English). That is typically not present in other samples.

    Why is that a concern? Hypothetically, if the panel partner you are using to source your sample recruits 100% in Spanish and has a Spanish-language portal, you’ll likely only be getting Spanish speakers. This could be an issue if you’re looking for a representative Hispanic sample. A good first step is to ask your partner about their recruitment sources to make sure it is a good fit for your clients’ needs.

  2. Audience Profile – Many Hispanic panels were built for an audience that initially did not have research in mind. While this is common for general market panels (tapping into rewards clubs for panelists), this is a new development for Hispanic panels.

    While general market panels use rewards club data to create a more representative sample, many Hispanic panels have been built from a single source, leading to potential skews of which buyers should be aware. So, if you are looking to tap into an audience specific panel, this scenario could present a potential problem. A single source panel isn’t necessarily a deal breaker, but its potential challenges is something to keep in mind.

  3. Benchmarks – So you know how to talk about recruitment. You know the pitfalls of relying on a specific audience profile. But how do you benchmark what “nationally representative” sample is for U.S. Hispanics? Furthermore, what do you benchmark specifically? Language? Acculturation? Income?

    Our go-to for benchmarking is the Pew Hispanic Research Center. They are an excellent resource for Hispanic data in the U.S. and have an interactive table you can use for everything from language to country of origin. Census region and country of origin is a good place to start for benchmarking. If your panel can get these two things right, most other factors, like language and income, will fall neatly into place.

Overall, this is an exciting time for the Hispanic sample industry. If you do your homework, you’ll feel more confident in your choice of Hispanic sample providers and your ability to deliver for your clients.
If you’re still unsure about how to purchase Hispanic sample or your current sample provider isn’t a good fit for your clients’ needs, reach out to us today and let’s talk about it. We’re happy to help!