MERCADEO Versión en español
VSI Research: Cultural Nuances Critical to the Success of Marketing Initiatives
Manuela Walfenzao| 18 de enero de 2017
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For Vision Strategy and Insights -a full-service research and strategy firm experienced in development and implementation of actionable research studies among general market, Hispanic, African American and Asian consumers- multicultural consumers are now considered critical to brand success. According to the firm, despite the undeniable impact of Hispanic millennials in marketing, research efforts include a small number of Hispanic participants in order to provide cultural representation. “This approach misses the mark and provides no additional insight. A better bet is to connect with multicultural consumers and generate insights that will add depth and richness to creative and communication platforms” said VSI in a press release. VSI offers new research methodologies that make it easier and more cost-effective to gather research findings among Hispanic and multicultural consumers in their use of online and social media. “With targeted research methodologies from online diaries to online panels and communities, we are able to generate new insights into digital engagement and test new concepts and creative executions quickly and cost-efficiently.” According to VSI Research, Spanish-dominant consumers remain a vibrant population segment, where 19% of Hispanics are Spanish-dominant and another 55% are bilingual, (Nielsen). This means that Spanish-language communications remain relevant and necessary to reach a significant portion of the market. “A unique research approach is required that avoids a ‘save-as’ adaptation of General Market research studies and instead leverages cultural insights into purchase habits and category experience” VSI explains, regarding that the consumer typically first generation Spanish-dominant Hispanics and millennials -born or raised in the U.S- have different brand relationships.
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