Hispanic Partnership Delivers New Panel

US Hispanic research group ¡Hola! ResearchPAYS, co-founded by MR firm Alternative Technology Corporation (ATC), is planning to build the largest Hispanic panel in the US through an alliance with non-profit group the League of United Latin American Citizens (LULAC).

¡Hola! ResearchPAYS is itself a partnership between ATC and ¡Hola! Arkansas Hispanic Media & Publishing. The new panel, which uses a patent-pending, data collection technology designed by ATC, offers access to members of Hispanic communities via LULAC. Companies will be able to select panel members who represent their target market, choosing from a list of 65 variables, and will be able to ask the panel up to 45 questions.

The US Hispanic population, now at 40.4 million, is growing five times faster than the country's population as a whole, and it is estimated that, by 2050, one in four Americans will be of Hispanic descent. LULAC President Hector Flores believes Hispanics are 'increasingly the major driving force behind revenue growth in many markets'.

However, according to Tom Kadala, CEO of ATC, 'accurate market preference data on a wide range of Hispanics, including recent arrivals, is practically non-existent'. He adds that 'most companies don't have a clue how to sell to Hispanics because the data sold to them is usually outdated or inappropriately collected'.

ATC, which has recently launched a research division for diversity marketing applications, is online at www.ATCmarketing.com . More information about the new panel is at www.Hola-ResearchPAYS.com . LULAC is online at www.LULAC.org.

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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