TV Campaign to Recruit Hispanic Panelists

In the US, Hispanic full-service agency Offerwise has launched QueOpinas.com, a web-based panel and survey sampling service with panellists recruited through Spanish language TV commercials.

Offerwise claims that this is the first time television commercials have been used for Hispanic panel recruitment, and that this tactic is already attracting more than 1,500 US Hispanic panelists per day.

The ad, which can be viewed on YouTube - www.youtube.com/watch?v=BvTk_shg8k4 - suggests viewers should buy a pair of pink sunglasses which will make everything in life look more 'rosey'. The voice-over then invites them to joint the QueOpinas panel in order to 'express their opinion' in exchange for cash.

This recruitment model has been specifically developed to collect hard-to-capture profiling data such as education level, media habits, regular grocery purchases, automobile type, household demographics and other buying habits.

Panellists are drawn from three types of profile - Spanish dominant, bi-cultural and acculturated - who are invited to participate in surveys ranging from immigration reform and the economy to new products and health issues.

'With the latest census figures showing the explosive growth of the US Hispanic population, companies large and small are eager to learn more on how to reach and market to the Hispanic community,' states company President and CEO Andrew Lissak. 'Our recruitment method ensures our clients have access to high-quality, vetted Hispanic panelists for their market research needs.

Web site: www.offerwise.com .