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 Customer Experience Professionals

Wireless Carrier Relationships Differ Across Ethnic Groups

by Bruce D. Temkin, July 23, 2008

Forrester asked nearly 5,000 US consumers about many aspects of their relationships with wireless carriers. We examined their feedback on overall customer experience and their satisfaction with Web, store, and phone interactions, along with their plans . . .

For Customer Experience Professionals

Retail Relationships Differ Across Ethnic Groups

by Bruce D. Temkin, July 22, 2008

Forrester asked nearly 5,000 US consumers about many aspects of their relationships with retailers. We examined their feedback on overall customer experience and their satisfaction with Web, store, and phone interactions, along with their plans to stay . . .

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 Customer Experience Professionals

Bank Relationships Differ Across Ethnic Groups

by Bruce D. Temkin, June 30, 2008

Forrester asked nearly 5,000 US consumers about many aspects of their relationships with banks. We examined their feedback on overall customer experience and their satisfaction with Web, branch, and phone interactions, along with their plans to stay loyal . . .

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 eBusiness & Channel Strategy Professionals

Online Banking Video

Engaging Customers Through Targeting, Topics, and Presentation

by Edward Kountz, May 20, 2008

Online Web site videos are becoming an important tool for many industries—even financial services. Effectively deploying online video requires an understanding of both primary user groups and types of video these users are most willing to watch.

For Interactive Marketing Professionals

E-mail Marketing to Hispanic Users

Understanding Similarities and Differences of Personal E-mail Use

by Diane Clarkson, April 17, 2008

The Hispanic population is the largest US minority group. To effectively target members of this group, e-mail marketers must understand their personal e-mail preferences and promotional e-mail's influence on their purchases.

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

US Online Population Forecast, 2008 to 2013

by Niki Scevak, April 2, 2008

This report details findings from JupiterResearch's latest online population projections for the US market, including forecasts of online users, online households, and demographic compositions of the online audience.

For Consumer Market Research Professionals

Hispanic Technographics Consumer Technology And Marketing Phone Survey, Q1 2008

Hispanic Consumer Technographics Technographics Survey, March 29, 2008

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 Interactive Marketing Professionals

Humanizing Direct-To-Consumer Marketing

Experts Say A New Vision For DTC Is The Key To Innovation

by Chloe Stromberg, January 30, 2008

Direct-to-consumer (DTC) pharmaceutical marketing has a bad image, one that hampers marketing effectiveness. At this year's DTC In The Age Of Innovation conference, experts focused on solving this problem with more "human" marketing efforts that clearly . . .