In the US, Spanish-language media firm Televisa Publishing + Digital and consumer intelligence firm BIGresearch have partnered to open the Televisa Hispanic Insights (THI) unit, which will study the culture, behavior and future purchasing plans of Hispanic consumers.
The new unit's services are aimed at marketers, businesses, advertisers and political groups, and focus around insight into the behavior of Spanish speakers in both the US Hispanic and Latin American markets.
BIGresearch and Televisa's existing research into these communities includes a focus on the adoption and use of new media, such as digital communities and mobile, and the firms plan to expand these initiatives past the 50 states to Puerto Rico and then to other Latin American countries.
'All marketers are dealing with the complexities of integrating digital media with traditional media,' said Phil Rist, EVP, Strategy of BIGresearch. 'Televisa's Hispanic Insights team provides an excellent resource for those wishing to understand how Hispanic consumers differ in the adoption and use of new media.'
Mariana Toledo, Marketing Manager, Televisa Publishing + Digital added that research conducted in the new unit can be used to track behavior on a monthly and quarterly basis, as well as providing an indication of future behavior.
Ohio-based BIGresearch provides analysis of consumer behaviour in the areas of retail, financial services, automotive, and media.
The partners are online at www.televisa.com and www.bigresearch.com .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.