Latina Ad Execs Launch Hispanic Survey Platform

In the US, Latina ad agency execs Larissa Acosta and Olga Bueno have launched an online platform called 'Tu Cuentas', through which Hispanic consumers can participate in online surveys and sampling campaigns.

Tu Cuentas - which translates as 'you count' and 'you tell' - aims to combine data on Latinos' adoption of social media with the value these consumers place on word-of-mouth recommendations when making purchasing decisions. According to a 2010 comScore study, 33% of Hispanics are influenced by reviews and ratings compared with 25% of the general population.

To take advantage of these trends, the new platform combines user-generated product reviews, moderated discussion forums and community polls of registered members. Feedback can be used to gather consumer and shopper insights and product trial assessments, as well as for peer-to-peer advocacy campaigns which utilize product reviews and member recommendations.

Participation in these activities earns members points redeemable for cash, along with opportunities to take part in sampling campaigns through which they receive free products to try and share with their online and offline networks.

Bueno explains: 'We manage our community in a way that rewards members for posts that provide the deepest understanding of their consumer behavior. In addition, we have established CRM benchmarks that allow us to assure clients that their questions can be answered in as short a time frame as 48 hours, in the case of a discussion forum, or five days or less, using an online survey.'

Web site: www.tucuentas.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.