Garcia Research Launches Hispanic Comms 'Scorecard'

In Southern California, Hispanic communities insight specialist Garcia Research has launched the Marketing Access Scorecard (MAS), which evaluates how effectively brands communicate with US Hispanic consumers across their entire online presence.

Garcia Research boasts more than 35 years of experience serving clients across industries. The United States now has more than 71 million Hispanic consumers representing more than $3 trillion in purchasing power, and the firm says this market is 'too large and too distinct to reach with generic marketing.' The MAS is designed to provide robust information filling a gap in clients' knowledge concerning how well their Spanish-language communications actually perform, and/or where they are falling short.

The service evaluates brand performance across four integrated dimensions: AI-driven analysis of quantifiable factors; the real user experience of target consumers; mystery shopping conducted by potential customers; and focus group discussions among those who completed the audit. Sample sizes of 50 or 100 respondents are available, and projects are customized to reflect the category, competitive set, and target demographics or geographies of the client company. Results are benchmarked against a proprietary database to give meaningful context for the scores.

'Hispanic consumers don't just want to see clumsy translations - they want a relationship,' comments company founder Carlos E. Garcia (pictured). 'The MAS gives brands an honest, detailed picture of what their Hispanic customers are actually experiencing, and a clear roadmap for improvement.'

Web site: www.garciaresearchops.com .