La tasa de incidencia es un elemento crucial en la investigación de mercado y se refiere a la proporción de personas en una población que cumplen con los criterios de selección para participar en un estudio en particular. Se deben considerar varios factores para calcular la tasa de incidencia en la recolección de datos en línea, como cuotas demográficas, producto o servicio consumido, frecuencia de consumo, cruces de cuotas, complejidad y duración del estudio.
Como se discutió en un blog anterior, la incidencia es esencial en la investigación de mercado porque puede afectar significativamente la viabilidad y precisión de un estudio. Si la incidencia es muy baja, puede ser difícil reclutar suficientes participantes para obtener resultados significativos. Además, una baja incidencia puede aumentar los costos y el tiempo requerido para completar un estudio.
En la investigación de mercado, los datos demográficos son útiles para identificar el perfil del consumidor objetivo y comprender cómo estos factores influyen en sus necesidades, deseos y comportamientos de compra. También son útiles para segmentar el mercado en grupos específicos con características similares, lo que permite a las empresas adaptar sus productos, servicios y estrategias de marketing a las necesidades y preferencias de cada segmento.
Para estimar la incidencia de un proyecto de recolección de datos en línea, es esencial considerar los siguientes puntos:
En la investigación de mercado en línea, la tasa de incidencia se puede calcular utilizando la siguiente fórmula:
IR = (número de casos que cumplen con el perfil deseado) / (tamaño de la muestra) x 100
Donde:
"IR" representa la incidencia de la variable que se está midiendo.
"Número de casos que cumplen con el perfil deseado" es el número de participantes en la muestra que cumplen con los criterios de inclusión de la investigación. Por ejemplo, si se investiga el uso de productos de belleza entre mujeres de 18 a 35 años, el número de casos sería el número de mujeres en la muestra que cumplen con este criterio y completaron satisfactoriamente la encuesta en línea.
"Tamaño de la muestra" se refiere al número total de participantes que comenzaron la encuesta en línea.
"100" se utiliza para expresar la incidencia como un porcentaje.
Un proyecto de investigación de mercado con una tasa de incidencia del 100% significaría que todos los miembros de la población objetivo cumplen con los criterios de inclusión en el estudio, lo cual es poco común. Sin embargo, en casos específicos, como estudios que involucren a toda la población objetivo, como una encuesta de satisfacción del cliente o una encuesta de opinión pública, podría haber una tasa de incidencia cercana al 100%. Pero sigue siendo poco probable por las siguientes razones:
En resumen, considerar todos los factores es esencial para calcular correctamente la incidencia en el campo. Sin embargo, si tiene alguna duda sobre cómo hacer esto o tiene otras preguntas sobre la tasa de incidencia, contáctenos.
The incidence rate is a crucial element in market research and refers to the proportion of people in a population who meet the selection criteria to participate in a particular study. Various factors must be considered to calculate the incidence rate in online data collection, such as demographic quotas, product or service consumed, consumption frequency, cross-quotas, study complexity and duration.
As discussed in a past blog, incidence is essential in market research because it can significantly impact a study's feasibility and accuracy. If the incidence is very low, recruiting enough participants to obtain meaningful results can be difficult. Additionally, a low incidence can increase the costs and time required to complete a study.
In market research, demographic data is useful for identifying the target consumer profile and understanding how these factors influence their needs, wants, and purchasing behaviors. They are also useful for segmenting the market into specific groups with similar characteristics, allowing companies to tailor their products, services, and marketing strategies to the needs and preferences of each segment.
To estimate the incidence of an online data collection project, it is essential to consider the following points:
In online market research, the incidence rate can be calculated using the following formula:
IR = (number of cases that meet the desired profile) / (sample size) x 100
Where:
"IR" represents the incidence of the variable being measured.
"Number of cases that meet the desired profile" is the number of participants in the sample who meet the inclusion criteria of the research. For example, if researching the use of beauty products among women aged 18 to 35, the number of cases would be the number of women in the sample who meet this criterion and successfully completed the online survey.
"Sample size" refers to the total number of participants who started the online survey.
"100" is used to express incidence as a percentage.
A market research project with a 100% incidence rate would mean that all members of the target population meet the inclusion criteria in the study, which is uncommon. However, in specific cases, such as studies involving the entire target population, like a customer satisfaction survey or public opinion survey, there could be an incidence rate close to 100%. But it is still unlikely for the following reasons:
In summary, considering all factors is essential to correctly calculating incidence in the field. However, if you are uncertain of how to do this or have any other questions about incidence rate, contact us.
The Latino community in the United States is changing rapidly, and this shift is reflected in the evolution of Latinx brands. The first generation of Latinx brands emerged in the 1980s, coinciding with the first large Hispanic immigration boom in the country. Many of these brands sold products from Latin America and marketed to Hispanic immigrants in their native language. Goya, established in New York City in the 1930s by a Spanish immigrant, is an example of a first-generation Latinx brand.
Second-generation Latinx brands emerged as the U.S. Hispanic population grew and CPG companies launched products targeting Latinos. These brands primarily relied on bilingual marketing and branding, using packaging and advertising that featured both English and Spanish. Fabuloso exemplifies the second-generation Latinx brand. While its origins began in the 80s in Venezuela, Colgate-Palmolive purchased the brand and introduced it to the American market in 1996.
Today, as Latino Millennials and Gen Z reach adulthood, a third generation of Latinx brands is emerging. These brands are defined by English-first marketing and branding and rely on cultural cues rather than language to connect with consumers. Nopalera is an example of a third-generation Latinx brand. Founded by Sandra Velazquez who grew up in Los Angeles and was inspired by her Mexican American heritage, Nopalera products are marketed in English but incorporate cultural references, such as cactus and Mexican iconography, in their branding.
The emphasis on cultural relevance, authenticity, decolonization, English-first marketing, and innovation sets third-generation Latinx brands apart. These principles are essential for CPG professionals to understand and integrate into their companies, brands, products, and marketing efforts.
Let’s take a closer look at each element:
Cultural relevance is vital to engaging with Latino consumers. To effectively connect with this demographic, CPG professionals must invest time in comprehending the cultural nuances of the Hispanic community and incorporate them into their marketing and branding strategies.
Third-generation Latinx brands must also be authentic and focused on products and marketing that reflect Hispanics’ lived experiences. CPG professionals can achieve authenticity by collaborating with Hispanic influencers, featuring real people in advertising and marketing campaigns, and creating products that align with the community's needs and preferences.
Also essential to the success of third-generation Latinx brands is a willingness to view efforts through a decolonization lens. This requires challenging dominant and often false narratives about Hispanic culture. CPG professionals can embrace this approach by learning the history of Hispanic culture, working with diverse creators and artists, and developing inclusive and respectful products. By doing so, they can contribute to a more authentic and equitable representation of the Latinx community.
English-first marketing is another defining characteristic of third-generation Latinx brands. By adopting this strategic approach and honoring cultural cues that resonate with Hispanic consumers, CPG professionals can connect with a broader audience while preserving cultural authenticity and relevance.
Finally, innovation. Third-generation Latinx brands are breaking traditional marketing norms by leveraging innovation to create new product categories, distribution channels, and marketing techniques. To remain competitive, CPG professionals should embrace innovation, experimenting with new technologies and strategies to connect with Hispanic consumers authentically and meaningfully.
To sum up, CPG professionals can leverage the unique characteristics of third-generation Latinx brands – cultural relevance, authenticity, decolonization, English-first marketing, and innovation – to engage with Hispanic consumers effectively. By emphasizing these principles, CPG professionals can foster long-term relationships with the Hispanic community while developing successful brands that genuinely reflect the depth and diversity of Hispanic culture.
This blog post was originally published on MediaPost
The global economy runs on transportation, and if that transportation moves people or things and needs service and maintenance, technicians are doing the work. Yet less than 3% of employed technicians are women and a major contributor to that statistic is the stereotypes around who "can" or "should" be a technician.
Gendered roles and responsibilities, from the workplace to the home front, slam the doors of progress and perpetuate a narrative of exclusivity. Breaking the cycle requires featuring people from various backgrounds in different circumstances. This is especially crucial for marketers to connect with contemporary consumers, notably Gen Z, who reject conventional societal norms. That's why brands such as Ulta Beauty showcase both male and female models in their advertisements, and it's no longer newsworthy for men to wear skirts on the red carpet.
In this episode of The New Mainstream podcast, Dana Rapoport, Chief of DE&I at TechForce Foundation, discusses gender-neutral roles and the importance of a diverse workforce.
Meet: Dana Rapoport, Chief of Diversity and Inclusion, TechForce Foundation
As a lifelong car enthusiast, Dana Rapoport combines a 30-year career in management consulting along with her passion for all things transportation as Chief of Diversity and Inclusion for TechForce Foundation. Working towards the TechForce mission - to champion all students to and through their technical education and into careers as professional technicians – Dana is connecting to diverse populations to create awareness, demonstrate what’s possible and educate the industry on how to welcome and unite all populations.
Through initiatives such as Women Techs Rock, the TechForce DEI Advisory Council, research papers and other outreach, Dana is impacting the workforce shortage and increasing the number of women and other diverse populations into the technician career.
Regardless of size, many organizations struggle to implement effective diversity, equity, and inclusion (DEI) initiatives. This challenge can be incredibly daunting for smaller organizations that may not have a dedicated HR department or the necessary expertise in this area. Working with DEI consultants can help these organizations overcome these obstacles.
DEI consultants have specialized knowledge and experience in a wide range of areas, particularly in talent acquisition, training and development, policy creation, and culture change. By leveraging their expertise, organizations get guidance in creating and implementing DEI initiatives that will help them reach their goals.
However, organizations need not be DEI experts to create a more diverse and inclusive workplace. Rather than trying to navigate this complex and ever-evolving field independently, organizations can serve as a conduit for DEI expertise to enter their workplace by utilizing consultants.
On this episode of The New Mainstreet podcast, Ali Sheehan Mignone, Head of People, Diversity, and Inclusion at Theatre Projects, discuss how outsourcing DEI can help small teams improve their workplace culture and diversity initiatives.
Businesses are increasingly relying on consumer data to succeed in today's digital age. Growing demand for personalized marketing has led companies to explore different types of data to gain insights into their customers' preferences and behaviors. One type of data that has been gaining traction in recent years is zero-party data, particularly among advertisers.
In exploring the use of zero-party data within their DSPs, digital media buyers must consider the ethics of collecting and using this data while balancing consumer privacy concerns.
Zero-party data is information consumers intentionally and proactively share with a business, including preferences, interests, and other personal data, unlike first-party data that companies collect. Consumers are increasingly concerned about privacy and are demanding more control over their data, making zero-party data attractive, especially when incentivized.
However, using zero-party data raises ethical questions about how businesses collect, store, and use this data. Digital media buyers must consider the ethical implications and design systems that protect consumer rights and privacy.
Ethics are crucial in collecting and using zero-party data as it helps mitigate concerns and ensures responsible data practices. One key concern is around obtaining consumer consent, as individuals should have the freedom to choose whether to share their data with businesses. Companies must be transparent about the data they collect and how it will be used and provide clear options for consumers to opt-out or revoke consent at any time. Another important ethical consideration is protecting consumer data, as businesses must implement proper security measures to prevent data breaches and misuse.
Despite these concerns, zero-party data is more ethical than other data types, as consumers agree to share their data, ensuring it is obtained through transparent and ethical means.
Zero-party data also complies with GDPR and CCPA regulations, which protect consumer privacy and ensure that businesses are transparent about their data collection and use. This makes zero-party data a more ethical option for companies seeking to optimize their marketing and advertising efforts while prioritizing ethical considerations.
Using zero-party data responsibly and ethically is essential for digital media buyers seeking to incorporate this data into their DSPs. Businesses must balance their needs with consumer privacy and prioritize transparency in data collection and use.
More specifically, digital media buyers must take ethical considerations into account, implement proper security measures to safeguard consumer data, and ensure compliance with GDPR and CCPA regulations to effectively leverage the benefits of zero-party data while prioritizing the consumer experience. When done well, it's a win-win.
This blog post was originally published on MediaPost.
As a result of the COVID-19 pandemic, Congress added emergency funds to the Supplemental Nutrition Assistance Program (SNAP) to help families facing food insecurity resulting from the economic slowdown. That emergency funding ran out at the end of February 2023. This means that around 30 million Americans will receive less money in their EBT cards at a time when inflation is wreaking havoc on food prices. The end of enhanced SNAP benefits is compounded by the concurrent end of other relief programs that helped with housing and healthcare costs.
Some states had already stopped the enhanced COVID benefits, but SNAP recipients in 32 states, Washington D.C., Guam and the U.S. Virgin Islands will see their benefits reduced this month. The enhanced benefits gave participants the maximum allowable benefit if they qualified for SNAP. The change will bring participants back to amounts tied to household income and will average about $6 per day per person. The steepest decrease will hit individuals who, during COVID, qualified for the minimum SNAP benefit and were receiving $281 per month and will now only see a benefit of $23. Since the reductions are per person in the household, larger households will see bigger overall reductions. Seniors on Social Security may be surprised to learn that the recent 8.7% cost of living increase counts towards their SNAP eligibility and reduces benefits further. Sixty-five percent of SNAP participants are households with children and one in three food stamp households is headed by an African American. The reduction will, therefore, be disproportionately felt in low-income communities of color.
While the Biden administration is scheduled to declare the end of the COVID pandemic on May 11, 2023, the SNAP program expired on February 28th because Congress passed the Consolidated Appropriations Act which revamped that program. Many recipients, however, are unaware of, or don’t understand, the changes they’ll see in their March benefits. The different deadlines for the end of COVID era benefits add to the confusion. This will likely lead to families being caught off-guard by the reductions, leaving them scrambling to fill the hole in their food budgets.
A 2019 study found that families whose SNAP benefits were reduced or cut off were more likely to experience food, healthcare and energy insecurity. Affected individuals must now turn to state and county agencies and nonprofits to make ends meet. Some states, like New Jersey, passed legislation to increase state-level food assistance, but most have not. This will force most affected individuals to lean on food banks already struggling due to the recent inflation-fueled rise in food costs and lower-than-expected donations.
Ideally, the SNAP reductions would have been made more gradually. That said, some steps should be taken to reduce the impact. The Federal Government has an opportunity to address SNAP benefits in the upcoming Farm Bill, and states that have yet to pass legislation to fill the shortage can either address food insecurity directly or consider how reduced SNAP funds are affecting household budgets when discussing housing and healthcare subsidies. Hunger and poor nutrition don’t exist in isolation, and there will be increased societal costs if they aren’t mitigated.
The plight of hungry Americans isn’t always visible to those in a position to help. In addition to passing emergency funding, there needs to be increased awareness of the problem among Americans who may be able to donate to their local food banks and among businesses who can direct their 2023 charitable giving to non-profits tackling hunger.
State and federal agencies should also better communicate available services to people in need through outdoor, online, radio and television PSAs. There is a silver lining in that the Consolidated Appropriations Act added funds for summer nutrition to the National School Lunch Program. Vulnerable kids will at least be able to rely on those meals. Ideally, seniors and others affected will also get the help they need.