For Consumer Market Research Professionals

The Forrester Wave™: Full-Service Market Research Online Community Vendors, Q4 2009

Communispace And Vision Critical Lead In A Space That's Heating Up

by Tamara Barber, October 22, 2009

In Forrester's 46-criteria evaluation of six full-service market research online community (MROC) vendors, we found that Communispace and Vision Critical led the pack because of the former's commitment to high customer service and deliverables and the . . .

For Consumer Market Research Professionals

Market Research Online Communities Gain Visibility And Uptake

Demand For Flexibility And Quality Opens The Door To New Vendors

by Tamara Barber, October 7, 2009

Market researchers are aware of and interested in using market research online communities (MROCs). However, according to results from Forrester's Q3 2009 Global MROC Online Survey, many don't know exactly how to bring online communities into their research . . .

For Consumer Market Research Professionals

Technographics® Survey Highlight: Hispanic Technographics Media And Marketing Phone Survey, Q1 2009 (US)  (576 KB PPT)

by Tamara Barber, August 13, 2009

This highlight deck summarizes the key findings from Forrester's Hispanic Technographics Media and Marketing Phone Survey, Q1 2009.

For Consumer Market Research Professionals

Hispanic Consumers Offer Opportunities In A Recession

But Their Loyalty Is On The Decline

by Tamara Barber, July 20, 2009

Tight budgets drive many companies to cut back on niche marketing during tough economic times. The relative small amount of dollars that firms spent on Hispanic marketing in years past is harder to come by, and now more than ever, Hispanic marketers and . . .

For Consumer Market Research Professionals

Case Study: How Todobebé's Community Transformed Into A Valuable Research Resource

Research Panel Built From Community Provides Insights On Hispanic Moms

by Tamara Barber, May 22, 2009

Todobebé's network of Spanish-speaking mothers of young children exemplifies how Web 2.0 is expanding the possibilities for engaging and researching hard-to-reach audiences. After 10 years of building relationships within this unique consumer group, the . . .

For Consumer Market Research Professionals

The Cord-Cutter Effect In Research

Finding Ways To Survey Hard-To-Reach Target Groups

by Tamara Barber, March 25, 2009

The growing number of cord-cutters in Europe and the US means that traditional landline phone surveys reach less of the population. While Europe still has a higher rate of cord-cutting, US consumers' willingness to give up their landlines is growing steadily . . .

For Consumer Market Research Professionals

Technographics® Insight: Young Hispanics Are Mobile's Bleeding Edge  (228 KB PPT)

by Tamara Barber, February 25, 2009

This Technographics Insight takes a look at Hispanic Gen Y consumers. It compared their mobile activities to those of non-Hispanic young consumers.

For Consumer Market Research Professionals

Technographics® Survey Highlights: Hispanic Technographics Consumer Technology Phone Survey, Q4 2008  (595 KB PPT)

by Tamara Barber, January 12, 2009

This highlight deck summarizes the key findings from Forrester's Hispanic Technographics Consumer Technology Phone Survey, Q4 2008.

For Customer Experience Professionals

How To Measure ROI For Spanish-Language US Sites

by Tamara Barber, January 7, 2009

Customer experience professionals know they need hard metrics to prove the value of their Spanish-language sites, but most fail to plan for what they need to measure or how to measure it. Return on investment (ROI) measurements for Spanish-language sites . . .

For Customer Experience Professionals

The US Hispanic Customer Experience Index, 2008

US Hispanics Rate The Customer Experience Of 37 Large US Companies

by Tamara Barber, January 5, 2009

Forrester asked 3,073 online Hispanic adults about their interactions with 37 large US firms in three industries, and we gauged the usefulness, usability, and enjoyability of these interactions. Based on these responses, we calculated the Customer Experience . . .

For Consumer Market Research Professionals

Technographics® Insight: The 2008 Update On Spanish-Preferring Online Hispanics  (282 KB PPT)

by Tamara Barber, October 30, 2008

This Technographics Insight takes a look at Hispanic PC activities by language dominance in 2008.

For Consumer Market Research Professionals

Technographics® Insight: The Digital Divide Among US Hispanic Income Groups Narrows Online  (226 KB PPT)

by Tamara Barber, October 9, 2008

This Technographics Insight takes a look at Hispanic technology use in the US. It examines the Hispanics¿ device adoption, media use, and online activities by income.

For Consumer Market Research Professionals

Technographics® Survey Highlights: Hispanic Technographics eCommerce And Customer Experience Online Survey, Q3 2008  (310 KB PPT)

by Tamara Barber, October 9, 2008

This highlight deck summarizes the key findings from Forrester's Hispanic Technographics eCommerce And Customer Experience Online Survey, Q3 2008. This deck covers customer experience measures for banks, credit card providers, and retailers; roadblocks . . .

For Consumer Market Research Professionals

Technographics® Insight: Cultural Relevance And Availability Drive US Hispanics' Language Choices Online  (226 KB PPT)

by Tamara Barber, September 17, 2008

This Technographics Insight takes a look at Hispanics in the United States. It compares the types of online content that Spanish-preferring and English-preferring consumers read online and examines their language use by subject matter.

For Interactive Marketing Professionals

Hispanic Social Technographics® Revealed

Hispanic Consumers Load Up On Social Media

by Tamara Barber, August 22, 2008

Forrester's Social Technographics® profiles reveal that online Hispanics are highly active in their use of social media, and they consistently outpace non-Hispanics in every aspect of engagement. Why? These channels touch on three important elements . . .

For Consumer Market Research Professionals

Technographics® Insight: Younger Hispanics Prefer Spanish Online  (200 KB PPT)

by Tamara Barber, July 2, 2008

This Technographics Insight takes a look at Hispanic online behavior in the US. It compares Hispanics¿ online penetration, language usage and online activities by age.

For Consumer Market Research Professionals

Technographics® Survey Highlights: Hispanic Technographics Consumer Technology and Marketing Phone Survey, Q1 2008  (437 KB PPT)

by Tamara Barber, June 23, 2008

This highlight deck summarizes the key findings from Forrester's Hispanic Technographics Consumer Technology and Marketing Phone Survey, Q1 2008.

For Consumer Market Research Professionals

Technographics® Insights: Hispanics Lead The Way With Mobile Data Services In 2007   (222 KB PPT)

by Tamara Barber, April 14, 2008

This data chart highlights the growth of mobile data use among US Hispanics, what activities they engage in and their mobile preferences.

For Consumer Market Research Professionals

Technographics® Insight: Hispanics' PC Purchase Process  (190 KB PPT)

by Tamara Barber, February 13, 2008

This Technographics Insight takes a look at how Hispanics purchase PCs in the US. It examines Hispanics that purchased a laptop vs. a desktop and compares purchase channels, influences, as well as the similarities and differences between these two group . . .

For Consumer Market Research Professionals

Technographics® Insight: Spanish-Preferring US Hispanics Are Online Video Junkies  (266 KB PPT)

by Tamara Barber, January 8, 2008

Half of online Hispanics view or download video online. Spanish-preferring online video viewers are active and engaged in online video, and they consistently outpace their English-preferring Hispanic counterparts on the variety of formats, content types, . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: Hispanic Technographics® Consumer Technology Phone Survey, Q4 2007  (316 KB PPT)

by Tamara Barber, January 2, 2008

This highlight deck reviews the key findings from the Q4 2007 Hispanic Technographics Consumer Technology Phone Survey, focusing on spend on home services, TV brands, mobile brands, mobile data services, and the PC purchase process.

For Consumer Market Research Professionals

The Untold Truth About Hispanic Online Panels

If You Think Hispanic Online Research Is Easy, Think Again

by Tamara Barber, November 30, 2007

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 . . .

For Consumer Market Research Professionals

The State Of Hispanic Consumers And Technology: 2007

Hispanic Technographics®

by Tamara Barber, November 19, 2007

Since 2005, Forrester has surveyed more than 17,500 Hispanics on their technology adoption, use, and attitudes. The Hispanic market is diverse, cleaving based on language preference, and Hispanics' technology adoption overall is different from non-Hispanics . . .

For Consumer Market Research Professionals

Technographics Survey Highlights: Hispanic Retail, Customer Experience, And Finance Online Survey, Q2 2007  (310 KB PPT)

by Tamara Barber, November 15, 2007

This highlight deck reviews the key findings from the Hispanic Technographics Retail, Customer Experience, And Finance Online Survey, Q2 2007. This survey covered questions given to online Hispanic adults around retail and purchasing products, customer . . .

For Consumer Market Research Professionals

Technographics Insight: Degrees of Hispanics' Online Spanish Preference  (232 KB PPT)

by Tamara Barber, November 15, 2007

This data chart with 11 slides and 7 data slides and available to Hispanic Technographics clients presents data on how important Spanish language Web sites are to online Hispanics: Must-have Spanish and Nice-to-have Spanish.