IMMIGRATION
SURVEY: MAY 1ST BOYCOTT 
Cristina Garcia
A national study of Hispanics conducted by Garcia Research's
political polling arm, El Pulso Latino™. This study looks
at Latino public opinion regarding the May 1st boycott. It examines
attutudes toward the protest and inclination to participate by
U.S. region, age, income and years in country.
HISPANIC
QUALITATIVE RESEARCH – SECOND LANGUAGE BARRIERS (AND OPPORTUNITIES)
WebCast (PowerPoint + Audio)
PowerPoint Only
Rose Marieangu Garcia Fontana & Carlos
Garcia
It seems everyone wants to do focus groups these days with Latinos.
But how do you do them well? How can a qualitative research project
really get to the important issues, avoid pitfalls, sidestep misleading
information and really get to the underling cultural variables
that will help marketers better target the Hispanic consumer?
This presentation takes researchers, marketers and suppliers through
the entire process of conducting excellent Hispanic focus groups.
This includes reaching the right consumers and creating a comfortable
and supportive focus facility environment where the discussion
guide, the group discussions themselves and the analysis fully
support the goals of the project.
CAPABILITIES
PRESENTATION
This presentation provides a quick overview of Garcia Research
Associates. It includes the company’s history and a description
of the Hispanic and general market research services provided
- quantitative research, qualitative research, copy testing and
omnibus studies. The company’s category experience, a partial
client list and contact information are also included.
INTRODUCTION
TO HISPANIC MARKETING
An Overview
This is Hispanic Marketing For Dummies who are smart enough to
know what they don’t know. So where do you start? What are
the basic numbers? Why should we bother with Hispanic marketing?
This presentation addresses these issues, gives you the ammunition
to take to upper management, to unveil the mystery of the Hispanic
market explosion. And included is analysis of this data, what
it means, where it is headed. This is for Hispanic executives
interested in backing up their desire to explore this market and
for non-Hispanics who want to understand where America is headed
in the next 25 years.
ASI-ES
The Definitive Spanish-Language Copy Testing Service
Garcia Research Associates and Ipsos-ASI joined forces in order
to meet an unmet demand for an accurate and credible US Hispanic
market copy-testing service. GRA recognized that ASI’s experience
and credibility in general market advertising research was crucial
to the successful launch of a Spanish language copy-testing service.
ASI also recognized that GRA’s expertise in the Hispanic
market would be crucial to building this capability. Thus, “ASÍ
Es,” Spanish for “The Way It Is”, was born.
ASÍ ES is an equal joint-venture between IPSOS-ASI and
GRA. The copy-testing service has been running since 1995. Key
measures include Related Recall, Measured Attention, Brand Linkage
and Persuasion.
COPY-TESTING
LESSONS LEARNED
Presented at the AHAA conference in New York
9/04
Garcia Research Associates has tested over 300 Spanish language
television ads using ASI-Es a commercial copy-testing method jointly
developed with Ipsos-ASI. This Spanish language copy-testing service
has been up and running for seven plus years and is growing with
the Hispanic market. Spanish ads for over a hundred different
products have been tested in eight categories and twenty-seven
sub-categories. We’ve delved into our database of tested
ads and re-coded them to reveal the elements shared by ads that
perform well and those that fall below norms.
RETROACCULTURATION
This presentation is not about moving back in time and becoming
de-Anglocized or even re-Hispanicized. It’s about acculturated
and acculturating Hispanics rediscovering the glories and treasures
of being Hispanic. It’s about becoming a whole person with
cultural competence in the US and fully informed and enriched
by one’s Hispanic cultural background. This includes going
back and learning Spanish, but language isn’t the issue,
it’s culture, traditions, values, lifestyles and self-awareness.
HISPANIC
VALUES UNDER PRESSURE - A MARKETING PERSPECTIVE
Presented at the ARF conference in New York
9/03
This market research study ranks twelve commonly recognized U.S.
Hispanic cultural values by absolute importance and also by whether
the cultural values gained or lost importance for foreign born
U.S. Hispanics after immigrating to the U.S. We conducted focus
groups to identify core cultural values followed by a national
quantitative study drawn from Spanish speaking 18 to 65 year old
males and females from twenty-five cities with large Hispanic
populations. We identify hot values that marketers need to be
aware of when creating advertising messages targeted at the U.S.
Hispanic market.
HISPANICS
& SNACK FOODS (IN SPANISH)
3/05
This presentation was given at the SNAXPO 2005, the world’s
largest trade show devoted exclusively to the snack food industry.
The presentation highlights the major findings of a nationwide
market research study conducted by Garcia Research Associates
that investigates the snack food habits of Spanish-speaking Latinos
in the U.S. and provides evidence of the enormous potential of
this market in the snack food category. Current demographic data
and trends of the U.S. Latino market are also covered.
