Latino voters are emerging as an influential force in U.S. elections, and political parties should take notice. The percentage of Latino voters in the U.S. electorate is expected to grow from 10.6% in 2020 to 11.1% in 2024. In key swing states like Nevada and Arizona, they already make up 18.7% and 23.5% of voters, respectively. This growth is expected to continue in the foreseeable future. This growing demographic has the potential to sway the outcome of key races, particularly in swing states.

To gain deeper insights into their voting behavior, ThinkNow and Culture IQ Group teamed up to conduct a nationwide online survey among 1,120 likely Latino Voters in the 2024 election cycle and follow-up qualitative interviews to delve deeper into their political identity.

Download the report here.

This comprehensive Latino research study sheds light on the key issues that resonate with Latino voters, their communication habits, and their attitudes toward the upcoming election. Here's what we learned:

Shared Values

Latino voters across the political spectrum share common values, with patriotism and belief in the American Dream serving as unifying themes. Regardless of party affiliation, Latino voters view themselves as hard-working individuals who are committed to improving their lives. This belief in the power of hard work is complemented by a recognition that the government can play a role in enhancing their quality of life.

The survey, however, also revealed a generational shift in other values, like religion. Religiosity is waning, particularly among younger Latinos and those who primarily speak English. This trend may influence how candidates address social issues and frame their messaging to appeal to different segments of the Latino electorate.

The Economy, Healthcare, Democracy, and Social Issues

When it comes to the issues that matter most, Latino voters are focused on both economic and social concerns. Unsurprisingly, the economy and affordable healthcare remain top priorities for this demographic. With the recent spike in inflation and rising healthcare costs affecting many households, Latino voters are looking for candidates who can address these pressing challenges.

In addition to economic concerns, issues related to democracy and social justice are also top priorities. A significant number of Latino voters identified protecting democracy and keeping abortion legal as key concerns. This reflects the broader national conversation about voting rights, election integrity, and reproductive rights.

Latino voters also demonstrated support for the LGBTQ+ community, particularly among Latino Democrats and those who consume English-language media. This support extends to diversity and inclusion efforts in hiring practices, with Latino voters from all political backgrounds expressing a commitment to ensuring fairness and representation in the workplace.

Immigration, a perennial issue for Latino voters, revealed nuanced perspectives. Latino Republicans are more likely to prioritize tighter border security, while Spanish-dominant Latinos express stronger support for immigrants and refugees. Meanwhile, Democratic and Independent Latino voters back a path to citizenship for undocumented immigrants. These diverse viewpoints highlight the importance of understanding the varied experiences and priorities within the Latino community.

Political Views

The survey also explored Latino voters' attitudes toward the electoral process and candidates. Notably, 57% of Independent Latino voters expressed doubts about whether the 2024 presidential election will be free and fair. This skepticism reflects broader concerns about election integrity and disinformation, which have become prominent issues in recent election cycles.

Awareness of former President Donald Trump's criminal conviction is widespread among Latino voters, with 90% acknowledging it. Among younger and Independent voters, this has led to a significant decrease in support for Trump. The reverse is true, whoever, for Latinos who identify as Republicans with Trump’s criminal conviction increasing his support.

Communication Channels

Understanding how Latino voters consume political information is crucial for campaigns looking to engage this key demographic. Television news remains the top source of political news for Latino voters, underscoring the continued relevance of traditional media. However, digital platforms are also gaining ground.

YouTube and Facebook are among the most popular online platforms for political news, particularly among Latino voters. These platforms offer a mix of video content, news articles, and social media engagement, allowing voters to access information in various formats.

TikTok, a platform known for its short-form videos, is making inroads with Latino Democrats, Independents, and Gen Z voters. Its rising popularity as a political news source reflects broader trends in how younger voters engage with information, favoring quick, accessible content over traditional news formats. This presents both opportunities and challenges for campaigns aiming to connect with these voters in meaningful ways.

The Undecideds

Undecided Latino voters present a unique challenge for both parties. While they share concerns about the economy and affordable healthcare, these voters also align more closely with progressive stances on abortion rights, similar to supporters of Vice President Kamala Harris.

Despite their support for progressive social issues, undecided Latino voters tend to describe themselves as "traditional," reflecting a complex interplay between their personal values and political preferences. Understanding this balance is crucial for campaigns looking to sway undecided Latino voters in the final stretch of the election.

Swing State Voters

Latino voters in swing states represent a particularly important group, with the potential to determine the outcome of the 2024 election. However, their views are not monolithic. The survey revealed that country of origin and descent vary widely among Latino voters in these states, influencing their political preferences and priorities.

For example, Latino voters in North Carolina demonstrated the highest levels of support for progressive issues, including LGBTQ+ rights and abortion access. They are also the most likely to support a path to citizenship for immigrants already in the country and are more likely to consume Spanish-language media than their counterparts in other states.

In contrast, Latino voters in Michigan are particularly focused on protecting democracy, reflecting concerns about election integrity and the future of democratic governance. These state-specific differences highlight the importance of tailoring campaign messages to resonate with Latino voters' unique experiences and priorities.

Gaining Latino Voters’ Support

There is no question that Latino voters will play a crucial role in shaping the outcome of the 2024 presidential election. While economic issues remain top of mind, Latino voters are also equally invested in social justice and democracy-related issues, making them a key contingent to engage in the months ahead. While Latinos share many core values, winning political strategies lie in understanding their differences. Campaigns that can effectively connect with Latino voters on the issues they care about will be well-positioned to secure their support in this pivotal election.

Download the report here.

The pandemic didn't create new consumer trends but significantly accelerated existing ones. The consumer landscape is dynamic, continuously evolving as people change, societies evolve and cultures shift. Consequently, researchers must stay adaptable, embracing new methods and technologies like artificial intelligence (AI). AI enables innovations like automating tasks, personalizing experiences and enhancing data through synthetic samples, which closely mimic human responses. However, AI should complement, not replace, human connection.

One effective way to cultivate this human connection is through market research communities (MROCs). These communities provide a platform for obtaining in-depth consumer insights through ongoing conversations, allowing researchers to more profoundly understand consumer needs and frustrations. However, the success of MROCs relies on planning and execution.

As consumer behavior evolves, researchers face new challenges, however. Today’s consumers are demanding simplicity and security. To address these expectations, researchers must design studies that are both easy to participate in and protective of sensitive data. The integration of AI, with its associated privacy concerns and potential for inaccuracies, adds to these challenges.

Ultimately, a successful researcher blends a deep understanding of consumer behavior with a readiness to adopt new technologies. By integrating traditional research methods with innovative approaches, researchers can gain valuable insights and help brands stay competitive.

In this episode of The New Mainstream podcast, Dan Comenduley, Senior Manager of Consumer Insights at UScellular, explores how AI can enhance consumer data collection while emphasizing the importance of preserving the human touch in research.

Meet Our Guest:



Dan Comenduley has been with UScellular for 3 years and is a Senior Manager on the Customer Insights Team. Dan has a wide range of experience including working at Philip Morris, Pillsbury, Discover Card, United Airlines and Synchrony and a few other places. 

He has run a wide range of research and analytic projects, sponsorship campaigns and evaluations and social media and advertising campaigns. Dan is focused on customers and representing their thoughts and lives to the entire organization.  

Dan earned his Bachelor’s degree from The University of Illinois and his MBA from Vanderbilt University.   

In his spare time, Dan likes to travel and wants to visit every state 5 times and every continent at least once. Dan also was a DJ and enjoys sports and he is working on being a published author. 

Synthetic samples can accelerate data-driven decision-making by providing timely access to accurate and relevant consumer opinion data sets. In a hyper-competitive environment where time to market can be a decisive factor, augmenting online panels with synthetic data can be a game changer. But what are synthetic samples, and how are they changing how researchers collect and analyze data?

What is a Synthetic Sample?

Synthetic samples have been used in various forms for nearly fifty years, but the latest advancements, driven by artificial intelligence (AI), are poised to propel this methodology mainstream. This advanced technique uses AI to generate survey data that mimics real-world responses, giving researchers an alternative to human-powered panels.

How Do Synthetic Samples Work?

Ironically, human panels are foundational to synthetic data creation, as real-world data, often collected through traditional surveys and multicultural panels, serves as the building blocks for these synthetic datasets. After the data is collected, AI language models analyze this data and generates additional responses that mimic the characteristics of the original data. This hybrid approach allows for a combination of real and synthetic data, generating a more comprehensive and diverse pool of information.

Advantages of Synthetic Samples

1. Cost-Effectiveness: Synthetic samples significantly reduce the costs associated with large-scale surveys. By generating data artificially, the need for large physical samples (human sample) is minimized, resulting in considerable savings.
2. Speed and Scale: Synthetic response generation is nearly instantaneous, enabling the rapid creation of large, diverse datasets. This accelerated data collection is invaluable for studies demanding swift insights to inform strategic decisions.
3. Data Augmentation: Synthetic samples can fill in missing data and expand the range of possible questions, creating more complete and detailed datasets.
4. Cultural Relevance: By using multicultural data in training AI models, synthetic samples can authentically represent diverse and underrepresented communities. This is crucial for campaigns aiming to resonate with specific and varied audiences.
5. Bias Mitigation: AI models can be trained to mitigate bias, ensuring fair and representative data.

Practical Applications of Synthetic Samples

Synthetic samples have vast and varied applications. In market research, they allow for a more accurate and comprehensive understanding of consumer trends. In social sciences, they facilitate the study of behaviors and trends with representative historical and current data from diverse populations. For policy-making, they provide a solid foundation for informed decisions reflecting the views of all communities.

Challenges and Considerations

Despite their many advantages, synthetic samples also present challenges. Generating high-quality synthetic data can be computationally intensive, requiring significant resources. Working with a skilled firm is critical. It is also important that AI models are well-trained and validated to avoid generating inaccurate or biased data. Furthermore, transparent communication about the use of synthetic data is crucial for building trust with consumers and stakeholders.

Conclusion

Synthetic samples transform market research by providing faster, more accurate, and culturally relevant data. By combining the best of traditional data with advanced AI capabilities, these samples offer a powerful tool for understanding and reaching diverse audiences with smarter and more effective campaigns.

Despite gaining significant momentum in 2020 following a surge in social justice awareness, diversity, equity and inclusion (DEI) has faced recent backlash. Yet, inclusive marketing remains essential for businesses seeking long-term success.

Inclusive marketing is not just about representation. It is a strategic approach designed to build deep connections with diverse audiences, celebrating diversity at every customer touchpoint. This can only be achieved by understanding these communities, inviting them to share their lived experiences and cultures, and using those insights to inform the creative process. Market research, such as focus groups, online surveys, and direct engagement with current customers, is critical to transforming data points into actionable insights that drive effective and inclusive marketing strategies that enhance ad relevance and cultivate brand loyalty.

Inclusive marketing cannot exist in a silo, however. And it’s about more than just doing the right thing or making people feel good. It’s also a powerful driver of business growth. Companies that execute inclusive marketing well enjoy a competitive advantage because they have embedded it across the entire organization, from talent acquisition to product development and launch.

Data and business growth strategies support the effectiveness of inclusive marketing. Courageous companies that prioritize DEI, even amid challenges, often discover new market opportunities, drive innovation and establish themselves as responsible corporate citizens.

In this episode of The New Mainstream podcast, Devoreaux Walton, MBA, a Brand & Marketing Senior Consultant at revelant and host of The Inclusive Consumer podcast, discusses the relevance of inclusive marketing in today’s complex business landscape.

About Devoreaux Walton

Devoreaux Walton (pronouns: she/ her) is a consultant, thought leader, and speaker who is the Founder and Managing Partner of revelant, a boutique management consulting firm specializing in business, marketing, and human resources solutions.
She delights clients with branding, marketing, small business planning and strategy, personal branding, employer branding, and diversity, equity, inclusion, and belonging solutions. Walton’s motivation to serve clients is based on her fundamental belief that small businesses are a critical part of a thriving economy within the global landscape. Walton specializes in helping brands successfully navigate change, including brand development, brand strategy, brand launch, rebranding, and brand expansion through growth. 

To teach how inclusive marketing is a competitive advantage for brands, Walton founded and hosts The Inclusive Consumer Podcast, a podcast highlighting thought leadership at the intersection of marketing, branding, strategy, and inclusion. The podcast is available on YouTube and Spotify for global listeners to tune in.

Prior to launching revelant and The Inclusive Consumer Podcast, for over a decade Walton enjoyed climbing the corporate ladder at marketing agencies, Google, and IBM while freelance consulting with small businesses and nonprofits across various industries.

In this episode of The New Mainstream podcast, Mario Carrasco and Michael Roca, who currently spearheads the Cross-Cultural Center of Excellence at Omnicom Media Group, delve into the evolving landscape of multicultural marketing and media.

Multicultural has shifted from a niche segment to a central focus for many brands and agencies. This change reflects a growing recognition that diverse audiences are not just a part of the market but key drivers of growth and innovation. Understanding and engaging with these audiences can lead to more effective marketing strategies and expand market share.

Historically, companies housed multicultural marketing expertise in separate units. Over time, these teams were often folded into Total Market efforts. Doing so, however, diluted the specific focus needed to genuinely connect with diverse audiences.

As the U.S. moves towards becoming a multicultural majority, a nuanced understanding of the complex and multifaceted identities of diverse audiences becomes critical. However, many sectors underinvest in multicultural marketing and media despite the clear benefits. Brands must move beyond analysis paralysis and take actionable steps toward inclusivity. By incorporating these perspectives from the beginning, brands can create more authentic and impactful connections.

Tune in to the full episode of The New Mainstream podcast to gain valuable insights into the future of multicultural marketing and media.

Excitement is building for the Paris 2024 Summer Olympic Games as over 10,000 athletes from around the world prepare to showcase their incredible talents on this global stage. The City of Light will be teeming with fans and well-wishers who have traveled from near and far to watch and enjoy the Games. Those unable to attend can watch broadcasts on NBC and Telemundo, and networks like USA and the Golf Channel or stream the content on Peacock.

This year's Games are highly anticipated as they are the first full-capacity Olympics since the pandemic began. However, consumers’ media consumption habits changed significantly during the pandemic. To understand how audience engagement with the 2024 Summer Olympics might be impacted, ThinkNow conducted a quantitative research study among a nationally representative sample of U.S. adults.

Download the Audience Engagement: Paris 2024 Summer Olympic Games Report here.

Consumer Sentiment

The study revealed that a significant majority (68%) of U.S. adults plan to watch at least some of the Summer Olympics, marking a rise in enthusiasm compared to previous Games. This is particularly exciting considering fewer than half watched the 2022 Winter Olympics and 2020 Summer Olympics.

Asians (76%) expressed the most interest in watching this year’s Games, followed by African Americans (75%), Hispanics (74%) and non-Hispanic Whites (67%), demonstrating the growing diversity of U.S. viewers of this year’s Games.

Millennials (74%) are the largest generational cohort expressing interest in the Summer Olympic Games, followed by Gen X (71%) and Gen Z (68%). At 62%, Boomers show the least interest. That means that this year’s viewers will not only be more diverse but also skew younger, an important insight for brands looking to get in front of these influential groups.

Viewership

The study also uncovered distinct differences among various demographic groups in  viewership patterns. Overall, 31% of viewers plan to watch the Olympics every day, with African Americans (30%) and non-Hispanic Whites (29%) close to the average, while Asians show less daily viewership at 16%. A significant portion of the audience plans to watch the Games on most days, with Asians leading at 52%, followed by African Americans (46%), Hispanics (49%), and non-Hispanic Whites (44%). Asians (25%) are more likely to view the Olympics only on days when their preferred sporting events are on, compared to 21% of non-Hispanic Whites and 18% of Hispanics.

Motivations and Preferences

Consumers plan to watch the games for various reasons, with the primary motivations being a love for their favorite sports, a sense of patriotism and a desire to gain cultural understanding. Gymnastics appeals to all groups, with Asians showing the highest interest at 52%. Basketball is particularly popular among African Americans, with 59% expressing interest. Swimming attracts a higher percentage of Asians (29%) and non-Hispanic Whites (27%), while Track and Field is favored by African Americans (38%).

Baseball sees notable interest among Hispanics (23%) and non-Hispanic Whites (23%) despite not appearing at the Olympic Games this year. The sport returns for the 2028 Summer Olympics in Los Angeles. Beach Volleyball is most popular among non-Hispanic Whites (26%), whereas Boxing finds more favor among Hispanics (25%). Soccer is especially popular among Hispanics, with 35% expressing interest, significantly higher than other groups. The study also revealed varied levels of enthusiasm and engagement among different demographic groups and generations. Overall, 45% of respondents completely agree that watching the U.S. compete in the Olympics fills them with pride. This sentiment is strongest among Hispanics (53%) and Baby Boomers (57%), while African Americans (40%) and Gen Z (35%) show less enthusiasm. The anticipation for the Olympics every four years is high, with 34% of the total market expressing strong agreement, particularly among Hispanics (43%) and Baby Boomers (47%).  Thirty-nine percent of respondents view new sports like Surfing and Skateboarding favorably, with Millennials (47%) showing the most support and Boomers being the least enthusiastic (19%).

Learning about the culture of the host country is an appealing aspect for 43% of viewers, especially Gen Z (48%), although Asians (30%) and Boomers (26%) expressed less interest in diverse cultures. A significant portion of respondents, led by Hispanics (33%) and Millennials (35%), often go out of their way to watch their favorite Olympic events, with African Americans (17%) being less likely to do so.

The Olympics also serve as a family bonding occasion for 31% of viewers, particularly among Millennials (35%), though Boomers (20%) are less likely to share this view.  A significant portion of respondents plan to share Olympic content on social media, with Gen Z (28%) being the most active and Boomers (9%) being the least.

Media Consumption

Finally, different demographic groups and generations show notable differences in media consumption habits. Non-Hispanic Whites (45%) and Baby Boomers (54%) are more likely to watch the Olympics on NBC/traditional network TV compared to Hispanics (28%) and Gen Z (23%). Online streaming platforms such as Peacock and NBC.com are particularly popular among Asians (42%) and Millennials (49%), indicating a preference for digital consumption among younger audiences. In contrast, cable/satellite options like CNBC, USA Network, and Telemundo are favored by Hispanics (33%) and, to a lesser extent, by Baby Boomers (26%).   

A small percentage of viewers across all demographics are unsure about their viewing method, with Asians (6%) and Gen Z (7%) showing slightly higher uncertainty. These trends highlight the shift towards digital streaming among younger generations and the continued preference for traditional TV among older viewers.

Summer Olympics Key Takeaways

As technology continues to reshape how audiences engage with major events like the 2024 Summer Olympics, these findings underscore the importance for broadcasters and organizers to adapt their strategies to cater to consumers’ diverse viewing habits and preferences across different age groups.

Download the Audience Engagement: Paris 2024 Summer Olympic Games Report here.

In today's digital era, market research has significantly evolved, adopting innovative strategies to enhance participation and data quality. One of the most notable trends is gamification applied to online panels. Gamification involves integrating game elements, such as competitions, points, levels and rewards, into non-game activities to motivate and engage participants.

Why Gamification Works

Gamification transforms the online panel experience in a few key ways. First, it boosts engagement and completion rates. By turning surveys into challenges or games, respondents are more engaged and less fatigued which reduces survey drop-off rates. This leads to more comprehensive and accurate data sets.

Additionally, gamification fosters a healthy competitive environment among participants. Real-time leaderboards and instant rewards motivate respondents to put in their best effort, leading to more thoughtful and engaged responses. This ultimately improves the quality of data collected.

Another crucial benefit of gamification is its ability to attract and retain a more diverse and younger audience. Millennials and Gen Zers favor digital experiences and instant gratification and are particularly drawn to games and interactive activities. This allows researchers to tap into a wider, more diverse audience, enriching the data pool with fresh perspectives.

Gamification Examples in Online Panels

• Points and Rewards System: Panelists earn points for completing surveys or referring friends, which they can redeem for prizes such as gift cards, PayPal credits, physical products, raffle coupons or donations to charitable organizations. Another technique is to create badges that serve as rewards when panelists achieve certain objectives, such as participating for a set time, responding to a certain number of surveys or completing profiling questionnaires.
• Progress Bar: Gamification leverages human’s natural desire to track progress. Just like the satisfaction of checking off a completed task on a list, online panels with gamification elements like displaying a status bar showing progress toward certain goals provides a similar sense of accomplishment as participants move through the survey. This reinforces engagement and motivates them to continue.
• Participation Ranking: Create a leaderboard where users can see their position compared to other participants based on accumulated points. Panelists in the Top 3, for example, are rewarded with points or other incentives and are recognized through other means such as social media or the panel's monthly newsletters.
• Challenges and Contests: Encouraging panelists to participate in quick challenges and activities to earn extra points within a limited time disrupts the status quo. Here, gamification goes beyond surveys to include more creative tasks like commenting on a forum or social media post, uploading photos or completing questionnaires.
• Forums and Social Media: Creating safe spaces where participants can interact, share experiences and solve challenges together while earning points for their participation builds a sense of community. By doing so, participants are more likely to invite friends to join and share their achievements on social media to earn additional points.

Gamification Works

Gamification has been a game changer for the market research industry. By incorporating engaging elements, online panels have transformed static one dimensional surveys into multifaceted interactive experiences that boost participation and increase participant loyalty, resulting in better data and better outcomes for participants and brands.