Added Value Cheskin Brings in Off-Line Hispanics

In the US, WPP-owned insights and innovation consultancy Added Value Cheskin has adapted its online qual platform AV-id to widen its coverage of the US Hispanic market.

AV-id uses social networking to help clients develop and refine conceptual marketing ideas in real-time.

While the tool already has Spanish language capabilities and can be used with Hispanics of all acculturation levels, it has now been adjusted for use in tandem with other qual tools to measure the opinions of off-line 'un-acculturated' Hispanics.

According to Miguel Gomez Winebrenner (pictured), who co-leads the firm's Hispanic Practice: 'There is no doubt that Hispanics - of all levels of acculturation - are getting online at a fast pace. However, at this point in time, the un-acculturated segment of the market is still under-represented, and we need to ensure that as technology evolves, we continue to capture insights from this large and important market.'

AV-id projects are led by a team of multi-cultural moderators, and can run for one week to more than a month, depending on the type and quantity of insights needed.

Web site: www.added-value.com .

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

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