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KN Launches US Latino Panel

August 12 2008

In the US, consumer information and research firm Knowledge Networks (KN) is launching a new panel to provide data about the US Latino population. To help ensure it is respresentative, KN will provide laptops and web connections to panellists who require them.

KN says that around 50% of Spanish-speaking-only or Spanish-dominant Latino households do not have Internet access, which means that nearly all online panels fail to reach these consumers.

The firm’s new KnowledgePanel Latino includes members who identify with Hispanic culture and values, as well as Spanish-speaking-only panellists. Data will be gathered to understand members’ behavior, values, desires, and attitudes.

‘Reaching and understanding Latinos through survey research is about much more than just 'language spoken'’, explained KN EVP and CMO Patricia Graham. ‘Our new panel gives marketers and academic researchers a powerful, cost-effective new capability for studying and speaking to this demographic on their own terms, without preconceptions or sampling-related biases.’

The firm is currently working with Latino research specialist Garcia Research Associates to recruit respondents.

Web sites: www.knowledgenetworks.com and www.garciaresearch.com .

Several other firms have made recent announcement about studying the culture, behavior and future purchasing plans of Hispanic and Latino consumers. Last month, Spanish-language media firm Televisa Publishing + Digital and BIGresearch partnered,/a> to open the Televisa Hispanic Insights unit, while in June, Ipsos acquired Buenos Aires-headquartered research firm Livra Panels, which provides online panels for market research agencies in the Spanish and Portuguese speaking markets.

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