Slide1: NEW WORLD HISPANIC RESEARCH a Hispanic-owned and operated agency from Latin America CAPABILITIES PRESENTATION


Slide2: Clients FINANCIAL 21st Century Insurance Citibank CommerceBank GE Capital Kosters Loan Services MacDill Credit Union Marsh Mass Mutual MasterCard Republic National Bank Vigo FOOD/BEVERAGES Anheuser-Busch Arby's Beck's Beer Cadbury Adams Danone Dewar’s Dr Pepper/7 UP Ketel One Kraft Marinela/Bimbo McDonald’s McNeil Nutritionals Pillsbury Prego Seagram Subway ADVERTISING AGENCIES Accentmarketing Acento Advertising Black Sheep Communications Bromley Communications Campbell-Ewald Cartel Creativo Colby & Partners Conill Advertising Dieste, Harmel & Partners J. Walter Thompson La Agencia de Orci Legion Advertising MARC USA Ogilvy & Mather The Bravo Group The Tombras Group The Vidal Partnership Young & Rubicam Zubi Advertising PHARMACEUTICAL/HEALTH American Red Cross Arensburg Laboratories Cancer Treatment Centers of America Garden House Laboratories Merck, Sharp & Dohme Philip Morris (Smoking prevention) HOUSEHOLD/PERSONAL Benjamin Moore Georgia Pacific Hallmark Cards LeapFrog Macy’s JC Penney Procter & Gamble Sony AUTOMOTIVE Ford GM/Chevrolet/Buick/GMC Honda/Acura Infiniti Lexus Lincoln Mazda OnStar O’Reilly Auto Parts Suzuki Valvoline TELECOMMUNICATIONS Americatel (10-10-123) AT&T Sony Ericsson Sprint/Nextel MEDIA/ENTERTAINMENT Centronet.com Diario Panorama Discovery Channel Disney ESPN Gems Television GolTV MGM Latin America The Weather Channel GOVERNMENT FCIC Foster Care ONDCP US Army US Navy


Slide3: Types of studies Consumer Ethnographic Demographic Political research Usage & Awareness Market Segmentation Customer Satisfaction By Objective Communication Concept Tests Tracking Studies Message/Copy Testing Advertising Effectiveness By Methodology Ethnographic studies In-home immersion Social exposure Post purchase research Shopping experience Product clinics Photo-journals Zap-email logs Product Image Taste/Trial Positioning Brand Name Concept Tests Packaging/Pricing Quali-Quanti studies Relative Positioning Analysis Semantic Differential Screening Panels Product Tests Quantitative studies Telephone Personal Online Qualitative studies Focus groups Mini-groups Diads/Triads In-depth interviews


Slide4: Questionnaires are pre-tested to tune-up language subtleties that might affect the results. Interviewers are selected and trained according to the particular characteristics and requirements of each particular project. An extensive validation process guarantees reliable data. Data editing, coding and processing is conducted in-house, ensuring confidentiality and timely results. Telephone, intercept or door-to- door interviews are conducted according to objectives. Quantitative Research


Slide5: Strict recruiting and screening process assure the participation of the precise target. Vast experience in numerous product and service categories. Bilingual and bicultural moderators frequently travel to Latin America, where they are updated general mind frames of the population and in particular trends and developments in each country. Innovative behavioral techniques: ideation, laddering, collages, personifications, etc. Focus groups, mini-groups or in-depth interviews are conducted as needed. Qualitative Research


Slide6: Relative Positioning Analysis Determines the image of a group of brands that compete in a specific category by finding out the real position that each brand occupies in the consumer’s mind. Used to: Prioritize the motivational elements that are important for the consumer when making a decision to buy a product. Identify the strengths and weaknesses of each brand regarding those attributes. Recognize discriminating elements of each brand to find untapped niches and the attributes that can attract new consumers. Determine if differences exist between the perceptions of distinct segments. Track shifts in consumer perceptions of products or services over time. Quali-Quanti Research Brand 3 Brand 2 Brand 1 Brand 4 Safety Cool Reliable Tradition Modern Quality


Slide7: Conventional:____:____:____:____:____:____:____:Original Stupid:____:____:____:____:____:____:____:Smart Ugly:____:____:____:____:____:____:____:Beautiful Untidy :____:____:____:____:____:____:____:Organized Irrelevant:____:____:____:____:____:____:____:Important Illogical:____:____:____:____:____:____:____:Logical San:____:____:____:____:____:____:____:Happy Boring :____:____:____:____:____:____:____:Entertaining Semantic Differential Measures affective reaction to a product or ad. Works by the allocation of a stimulus in a multi-dimensional space, by successive selection from among a set of bipolar semantic scales. Used to: Numerically and graphically compare reactions to different products or ads. Gauge the difference in reaction to a product before and after trying it. Gauge the difference in reaction to a product before and after seeing an ad for it. Measure the difference in reactions to a product or ad among different segments. Quali-Quanti Research


Slide8: Screening Panels Rate commercials according to several communication variables. Used to: Determine each ad’s clarity, relevance, appeal, motivational impact. Identify structural and content strengths and weaknesses. Compare measurements against other ads. Contrast attitude changes due to the commercials. Product Tests Evaluate different organoleptic dimensions of a product. Used to: Fine-tune a final product. Measure changes of attitude towards a brand. Predict purchase intent. Quali-Quanti Research


Slide9: In-Home Immersion Used to see how a product fits into consumers’ lives. By interviewing respondents in their habitat, clients are able to get a first hand look at the environment in which consumers live, an experience that contributes to the development of relevant advertising campaigns. Ethnographic Research Social Exposure The interaction between consumers is an integral part of the purchasing and consumption process. Hispanics, in particular, greatly value word-of-mouth and personal recommendations. These experiences help clients understand how consumers live and think, an essential component in the development of convincing marketing strategies.


Slide10: Post-purchase Interviews The actual purchase experience is an important component of the perception consumers have of a brand; it can become a motivator or a barrier. Different word-association exercises and scale ratings are applied during the first 48 hours after the consumer made the purchase, to gauge the initial reactions. A follow-up interview the following week helps assess the lasting impressions.   Ethnographic Research Shopping Experience Helpful to determine if certain purchases are made out of impulse or habit, and if several brands are given consideration. Useful to see how respondents react to displays, new products or any changes in packaging or price at the time of the actual purchase.


Slide11: Photo Journals Pre-recruited respondents are sent disposable cameras to document diverse aspects of their lives and to record every element that is related to the rational and emotional connections to a product or service category. Each picture helps to explain the involvement a consumer has with that product or service and the attitudes towards the category. Zap-email Logs Pre-recruited participants commit to instantly reply, for a period of 2 weeks, to 2 daily emails containing a few short questions revolving around emotional and rational elements related to a category. The immediacy of this cost-effective methodology provides snapshots of states of mind at different points of time and greatly increases compliance. Ethnographic Research Product Clinics Combine the benefits of the in-depth information gathered from focus groups with the interactive experience from ethnographic research. Useful to identify both the rational and the emotional elements and connections consumers look for in a product/service, as well as the contents of their beliefs and perceptions regarding the competing brands.


Slide12: New Product Development: A beverage company was interested in developing a new product for the Hispanic market. In order to better understand the target consumer, New World Hispanic Research designed a study that included an ethnographic phase: - In-home Immersion: Respondents were asked to prepare a beverage at home in order to observe the preparation process and the ingredients/products being used. An informal interview was conducted during the preparation and photos were taken throughout the process. - Shopping Experience: Respondents were recruited and the team accompanied them to the supermarket where they normally shop. Specific questions were asked about product selection, particularly regarding beverages and produce.    Lifestyle: A manufacturer of household products (detergent) was interested in understanding the lifestyle of Hispanic women. Qualifying women were sent a workbook that had to be completed before a home-interview. The workbook included questions about their family, shopping habits, laundry process, etc. During the interview the moderator went over the workbook, and experienced the laundry process. Market Insights: A manufacturer of feminine protection products was interested in understanding the Hispanic teen market. New World Hispanic Research conducted Friendship Pairs in non-traditional locations (i.e. parks, malls, restaurants). Prior to the interviews the girls were sent disposable cameras and were asked to bring pictures of their family, home, friends and favorite places. The girls felt at ease being with a friend, and the surroundings helped in making the interview much more comfortable. Ethnographic Cases


Slide13: Lateenos Group Matching Image Association Semantic Differentiation Moment-of-Truth Research Diaries Relative Positioning Analysis Panels Some tools successfully used: Hispanics are younger than the general population Lateenos are very social when interacting with their peers. Observational Research provides priceless insight of real-pace, real-time Lateeno behavior. The most fertile sources of Lateeno information are small groups, attended by friends and conducted at non-traditional venues.


Slide14: Benchmark Polls Offer in-depth evaluation of a given race and help to develop successful strategies. Election Success Polls Track results of a particular race and help to evaluate the approval of candidates. Advertising Polls Identify areas of opportunity for effective messages and test communication elements. Tracking Polls Quantify the impact of a political campaign. Focus Groups Help to understand attitudes and complex issues that drive voter behavior. Political Research Information to help candidates reach the Hispanic population by addressing specific issues of interest and proposing solutions that respond to voters’ concerns.   Voter Behavior: voting patterns/projections, voters’ needs/expectations. Motivational Research: segmentation, candidates’ image, issues, communication. Grassroots Initiatives: citizen’s involvement, get-out-the vote, leadership.


Slide15: Dominican Republic Costa Rica Guatemala Paraguay Venezuela Chile Puerto Rico Mexico Colombia Bahamas Brazil Argentina Peru Ecuador Panama El Salvador USA International Experience