What’s all this frenzy over the Census 2010? Well, for marketers, it has something to do with the changing face of America! In fact they expect to confirm that Hispanics are growing 4 times faster than the general population, (Hispanic population figure expected to come in at over 50 million) – and that second generation Hispanics (bilingual and English speaking) are really driving the growth. This Census will remind us yet again just how important it is that we include diversity in all our marketing efforts. (Check out the following: http://tinyurl.com/yk27xu8)
As brands fight to remain relevant to a new, more diverse America, more consumer market research and insight is needed, especially Hispanic. And we have been busy! Our research department is ViVA’s fastest growing department! We are wrapping up an extensive Hispanic market research program for Cricket Communications for which we have implemented our proprietary marketing tool Lifelong Lifestyle Tendencies Analysis™ or LLT. Via LLT we garnered deep insights into the how’s, why’s and motivations of the Hispanic consumer’s current mobile habits and what could improve their customer experience and ensure loyalty (and less churn). Secondary research and traditional general market research methods including focus groups and online surveys had missed important consumer learnings and market opportunities. A similar program conducted for our Hallmark client led to a minor change in merchandising and subsequently, an increase in sales of 21% in test markets! More changes are coming based on the same series of studies.
