November 30, 2007

The Untold Truth About Hispanic Online Panels

If You Think Hispanic Online Research Is Easy, Think Again

by Tamara Barber

with Ted Schadler, Brad Bortner, Serena Goldberg

Executive Summary (This is a document excerpt)

Fielding Hispanic online surveys is tricky business. Misguided by their experience with general market panels, consumer market researchers see online surveys as a panacea for their critical Hispanic research needs — and at a fraction of the cost of traditional phone or in-person surveys. Yet once the survey has fielded and the data comes back, most find themselves asking, "Why?" Why is it so hard to get good data from Hispanic online samples? The answer: Online Hispanic surveys should only be used for researching online or emerging technology behavior, not for representing the total Hispanic market. Furthermore, consumer market researchers who use these panels to represent online Hispanics should: 1) run due diligence with their vendors to ensure panel quality; 2) use solid offline data sources on online Hispanics to weight online panel data; 3) analyze data according to acculturation; and 4) cross-check results on less-acculturated Hispanics with other data sources.

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