Bright and early on Friday morning at the CTAM Research Conference last week in Los Angeles, I hosted a roundtable discussion on Multicultural Research and Marketing for a small group of research troopers who woke up to coffee, tea—and me!
The day before, at the Case Study Competition, ESPN presented “The 7 Principles of Cross Media Research,” a summary of some very important learnings about consumers’ cross-platform media usage and behavior. The 7 Principles provide a brilliant, concise, and fact-based starting point for any research on the subject of consumers and cross media usage. Inspired by the ESPN team, I decided to jot down “The 8 Principles of Multicultural Research and Marketing” as a starting point for the roundtable conversation. I hope they help start the conversation for you internally as you and your teams plan your next Hispanic and Multicultural research and marketing intitiatives!
To view the quick, short PPT presentation visit this link. View in slideshow mode for maximum effect: www.horowitzassociates.com/adrianas8principles.ppt
Questions? Comments? Please feel free to post them here!
Thursday, May 20, 2010
Thursday, February 25, 2010
February, 2010: Countdown
Countdown: The Blog, The Forum, The Census
The Blog
Welcome to “Adriana’s blog,” a new feature of MediaChat, the Horowitz Associates newsletter on the media market for new technology and content. For over 25 years, we’ve been providing top-quality consumer data and analysis to clients looking to make smart, strategic decisions in an ever-changing media and technology environment. On this blog, I’ll raise data-driven questions and topics— putting them out there for information, discussion, debate. I hope you’ll be inspired to post responses!
The Forum
Among our specialties is the new urban market, America’s new “general market:” multicultural consumers and the specific ethnic groups that comprise them, including the Latino market. In fact, don’t miss the Forum ONE MONTH FROM TODAY on March 25th in NYC for an exclusive look at our latest, hot-off-the-presses data on multicultural consumers. Who are today’s early adopters? How are multicultural consumers using alternative platforms, like broadband and mobile? What do demographics have to do with the future of media usage? Overall, how do age, ethnicity, and new technology come together to mean that now, more than ever, multicultural consumers are TV, broadband and mobiles most valuable customers?
Those are the kinds of questions we’ll tackle at the Forum. Register for the Forum here. Oh, and use discount code MEDIACHAT to get a $50 price break on registration!
The Census
The new decade has arrived, and with it the latest count of every resident in the United States. This year’s census is startling in its brevity: only 10 questions! “10 Questions, 10 Minutes” is how the Bureau describes the new form. Curious about the questions? Find them here. By noting shifts in the direction of the American population landscape, the Census is terrific as a starting point tool for new research. The rest is left to us: what are the details, nuances, dynamics, and deep trends behind the general shifts?
I'm looking forward to hearing from you all in the blogosphere, and seeing you in person on March 25!
Adriana
The Blog
Welcome to “Adriana’s blog,” a new feature of MediaChat, the Horowitz Associates newsletter on the media market for new technology and content. For over 25 years, we’ve been providing top-quality consumer data and analysis to clients looking to make smart, strategic decisions in an ever-changing media and technology environment. On this blog, I’ll raise data-driven questions and topics— putting them out there for information, discussion, debate. I hope you’ll be inspired to post responses!
The Forum
Among our specialties is the new urban market, America’s new “general market:” multicultural consumers and the specific ethnic groups that comprise them, including the Latino market. In fact, don’t miss the Forum ONE MONTH FROM TODAY on March 25th in NYC for an exclusive look at our latest, hot-off-the-presses data on multicultural consumers. Who are today’s early adopters? How are multicultural consumers using alternative platforms, like broadband and mobile? What do demographics have to do with the future of media usage? Overall, how do age, ethnicity, and new technology come together to mean that now, more than ever, multicultural consumers are TV, broadband and mobiles most valuable customers?
Those are the kinds of questions we’ll tackle at the Forum. Register for the Forum here. Oh, and use discount code MEDIACHAT to get a $50 price break on registration!
The Census
The new decade has arrived, and with it the latest count of every resident in the United States. This year’s census is startling in its brevity: only 10 questions! “10 Questions, 10 Minutes” is how the Bureau describes the new form. Curious about the questions? Find them here. By noting shifts in the direction of the American population landscape, the Census is terrific as a starting point tool for new research. The rest is left to us: what are the details, nuances, dynamics, and deep trends behind the general shifts?
I'm looking forward to hearing from you all in the blogosphere, and seeing you in person on March 25!
Adriana
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