© Synovate 2008 1
Using Acculturation to
Measure Hispanic
Media Behavior
© Synovate 2008 2
Some Questions. . .
• What is already known about U.S. Hispanics that could cause a
survey bias in measu...
© Synovate 2008 3
Objective for Today:
Encourage an open exchange of
ideas and discuss better ways
to measure Hispanic med...
© Synovate 2008 4
Synovate Media Practice
• Specialist media knowledge
- World class media practitioners
- Capability to p...
© Synovate 2008 5
2008
U.S. Diversity
Markets Seminars &
Report
Full Day Seminars - March 6 in NY and March 13 in LA
Premi...
© Synovate 2008 6
Sources
• 2006 and 2008 U.S. Diversity Market Report
• Synovate Hotspots Reports - Mexico
• Actual Data ...
What we are
concerned about . . .
• Accuracy of Sampling
• Response Rates
• Accuracy of Data Collected
• Appropriateness o...
© Synovate 2008 8
To Address These Issues . . .
Need Strong Understanding of the Market
And don’t assume . . .
© Synovate 2008 9
Thinking About Sampling
• Trying to create a panel?
- Mail service is very unreliable in Mexico - Hesita...
© Synovate 2008 10
Source: Synovate Research on Research
Mail Survey Response Rates
by Language Dominance
39%
21%
40%
0%
1...
© Synovate 2008 11
Thinking about Response Rates & Cooperation
© Synovate 2008 12
Thinking About Accuracy
• Hispanics respond differently
- If asked a question on a scale, their bias is...
© Synovate 2008 13
Thinking About Appropriateness
of the Methodology
• Different Motivations:
- Migrant Nation - The numbe...
How to make sense
of all this to improve
data accuracy?
One way is
understanding the
Acculturation
Process
© Synovate 2008 15
Non-Hispanic Hispanic Hispanic -
Spanish
Dominant
Hispanic -
English
Dominant
What We Typically See In ...
© Synovate 2008 16
Language is a choice depending on occasion
31%
58%
87%
15%
12%
19%
51%
35%
23%
13%
53%
0%
20%
40%
60%
8...
© Synovate 2008 17
Does Language =
Acculturation?
• Actually NO!
• Language is a Choice
• Acculturation is a Process
© Synovate 2008 18
Typical Acculturation Segments
Partially
Acculturated
66%
Unacculturated
25%
Mostly
Acculturated
9%
Sou...
© Synovate 2008 19
Partially Acculturated? Bi-Lingual?
Who are they?
• They are the Majority of Hispanics
• Not a Monolith...
© Synovate 2008 20
Media Exclusivity – by Acculturation
Media Exclusivity By Acculturation Level
42%
18% 13%
7%
0%
56%
76%...
© Synovate 2008 21
Mail Survey Response Rates
by Acculturation
19% 19% 18%
34%
39% 40%
Unacculturated Traditionals New Lat...
What does
Acculturation Mean to
Media Measurement?
• Representative Sampling
• Increased Response Rates
• Data Accuracy
• ...
© Synovate 2008 23
Representative Sampling
• How do you recruit a Hispanic panel?
- Traditional telephone recruit leaves o...
© Synovate 2008 24
Increase Response Rates
• More ‘points’ as incentives is not the answer to increase cooperation
among u...
© Synovate 2008 25
Data Accuracy
• Passive systems may encourage cooperation among the tech savvy
- Could lead to a greate...
© Synovate 2008 26
Acculturation & Appropriate Methodology
• Lumping Hispanics into 2 groups (or even 3) is not sufficient...
© Synovate 2008 27
Preguntas
(Questions)
© Synovate 2008 28
For more information:
Louis Lopez (Louis.Lopez@synovate.com)
or
Jim Forrest (Jim.Forrest@synovate.com)
...
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Using Acculturation to Measure Hispanic Media Behavior

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Using Acculturation to Measure Hispanic Media Behavior

  1. 1. © Synovate 2008 1 Using Acculturation to Measure Hispanic Media Behavior
  2. 2. © Synovate 2008 2 Some Questions. . . • What is already known about U.S. Hispanics that could cause a survey bias in measuring radio usage? • What techniques have been successful in addressing biases? • Are some techniques more effective? • What questions or concerns do you have regarding survey bias of Hispanics in radio measurement?
  3. 3. © Synovate 2008 3 Objective for Today: Encourage an open exchange of ideas and discuss better ways to measure Hispanic media behavior
  4. 4. © Synovate 2008 4 Synovate Media Practice • Specialist media knowledge - World class media practitioners - Capability to provide unique solutions for any media issues • Synovate’s syndicated studies: - EMS and PAX are the currencies for cross-media upscale audiences in Europe, Asia Pacific and the Middle East... a total of 42 countries - PAX Latin America launched in 2007 • Wide global experience - Depth of experience in every region - Developed over years of handling every type of media project • All the blue chip clients - Every major international media organization – and many local leading media operators – have benefited from Synovate services - Preferred global supplier for many major media owners and media specialists
  5. 5. © Synovate 2008 5 2008 U.S. Diversity Markets Seminars & Report Full Day Seminars - March 6 in NY and March 13 in LA Premier one-stop resource for the Diversity market Trusted and used by Fortune 500 clients since 1980 - Detailed population estimates (by DMA, by Age, by Gender) - Proprietary characteristics data, including language, media, and shopper insights
  6. 6. © Synovate 2008 6 Sources • 2006 and 2008 U.S. Diversity Market Report • Synovate Hotspots Reports - Mexico • Actual Data and Research on Research • Extensive experience in Latin America and with U.S. Hispanics
  7. 7. What we are concerned about . . . • Accuracy of Sampling • Response Rates • Accuracy of Data Collected • Appropriateness of Methodology Other Questions?
  8. 8. © Synovate 2008 8 To Address These Issues . . . Need Strong Understanding of the Market And don’t assume . . .
  9. 9. © Synovate 2008 9 Thinking About Sampling • Trying to create a panel? - Mail service is very unreliable in Mexico - Hesitation to use any mail service - How do you get stuff to them or back from them - Hispanics move physical addresses ~ 3x more often than Non-Hispanics - They are hard to keep on panels, particularly Spanish Dominant - Some information is too personal - Income often not reported/misreported - How to balance the sample appropriately? • Up to 30% of Hispanic Households have a mobile phone and no land- line vs. ~9% for total U.S. - Hispanic surname lists miss mobile phones - How to appropriately recruit a panel?
  10. 10. © Synovate 2008 10 Source: Synovate Research on Research Mail Survey Response Rates by Language Dominance 39% 21% 40% 0% 10% 20% 30% 40% 50% 60% English Dominant Spanish Dominant Non-Hispanic Thinking about Response Rates & Cooperation
  11. 11. © Synovate 2008 11 Thinking about Response Rates & Cooperation
  12. 12. © Synovate 2008 12 Thinking About Accuracy • Hispanics respond differently - If asked a question on a scale, their bias is to use the more positive side of the scale - Gap between recalled behavior and recorded behavior - Recall – <7 grocery trips per month - Diary – 9+ grocery trips per month - We should also expect a difference between recorded behavior vs. passively captured behavior • Privacy – Some things may be too personal - Passive systems may fuel fears of being “tracked” or “followed” - May not take the system everywhere because of such fears
  13. 13. © Synovate 2008 13 Thinking About Appropriateness of the Methodology • Different Motivations: - Migrant Nation - The number 2 source of income (after Oil) in Mexico is remittances from the U.S. - Multi-Generational Households - Younger population - More likely to be employed • Oh . . . (Almost forgot) DIFFERENT LANGUAGE
  14. 14. How to make sense of all this to improve data accuracy? One way is understanding the Acculturation Process
  15. 15. © Synovate 2008 15 Non-Hispanic Hispanic Hispanic - Spanish Dominant Hispanic - English Dominant What We Typically See In Media Research • Why do we separate Spanish Dominant from English Dominant?
  16. 16. © Synovate 2008 16 Language is a choice depending on occasion 31% 58% 87% 15% 12% 19% 51% 35% 23% 13% 53% 0% 20% 40% 60% 80% 100% Language Spoken Most Frequently at Work Language Spoken Most Frequently on Social Occasions Language Most Comfortable Speaking First Language Learned to Speak English Both equally Spanish Source: 2006 U.S Diversity Markets Report
  17. 17. © Synovate 2008 17 Does Language = Acculturation? • Actually NO! • Language is a Choice • Acculturation is a Process
  18. 18. © Synovate 2008 18 Typical Acculturation Segments Partially Acculturated 66% Unacculturated 25% Mostly Acculturated 9% Source: Synovate: U.S. Hispanic Market Report, 2006 Mostly Acculturated Partially Acculturated Unacculturated 0% 20% 40% 60% 80% 100% 20062004200220001998199619941991 Acculturation Trends Over Time • Obvious Issues? - The one group that’s hard to define (Partially Acculturated) represents 2/3 of all Hispanics! - And when looking at new methodologies – the focus is on the Unacculturated (which represents ¼ of Hispanics)
  19. 19. © Synovate 2008 19 Partially Acculturated? Bi-Lingual? Who are they? • They are the Majority of Hispanics • Not a Monolithic Group Partially Acculturated American Latinos 23% Partially Acculturated New Latino 27% Unacculturated 23% Mostly Acculturated 8% Partially Acculturated Traditional 19% Source: Synovate: U.S. Diversity Markets Report, 2008
  20. 20. © Synovate 2008 20 Media Exclusivity – by Acculturation Media Exclusivity By Acculturation Level 42% 18% 13% 7% 0% 56% 76% 77% 75% 74% 6% 10% 16% 24% 2% Mostly Acculturated American Latinos New Latinos Traditionals Unacculturated Only English Media Both Media English & Spanish Only Spanish Media Partially Acculturated Source: 2008 U.S Diversity Markets Report • Across all acculturation groups, the majority consume media in both Spanish and English.
  21. 21. © Synovate 2008 21 Mail Survey Response Rates by Acculturation 19% 19% 18% 34% 39% 40% Unacculturated Traditionals New Latinos American Latinos Acculturated Non-Hispanics Source: Synovate Research on Research Partially Acculturated It is possibleThe respondent is not doing anything wrong – WE ARE!!
  22. 22. What does Acculturation Mean to Media Measurement? • Representative Sampling • Increased Response Rates • Data Accuracy • Appropriate Methodology
  23. 23. © Synovate 2008 23 Representative Sampling • How do you recruit a Hispanic panel? - Traditional telephone recruit leaves out a greater proportion of the Hispanic population than it does with Non-Hispanics - Need multiple methods to recruit, including in-person, referrals, and other methods
  24. 24. © Synovate 2008 24 Increase Response Rates • More ‘points’ as incentives is not the answer to increase cooperation among unacculturated and partially acculturated. - Feeling part of a “community” more powerful than $$ - What to do if they don’t have bank accounts? - Creativity is key - Phone Cards • Telephone cooperation rates typically higher for Hispanics. - This methodology is the preferred methodology for PAX Latin America – audience measurement among high income households in LATAM.
  25. 25. © Synovate 2008 25 Data Accuracy • Passive systems may encourage cooperation among the tech savvy - Could lead to a greater representation of Hispanics (“American Latinos) and leave out those who are less tech savvy (“Traditionals”). - This audience likely has different radio habits. • Practice makes perfect – Hispanics are not as “researched” - Instructions need to be: - clear - reinforced - a demonstration on how to use may be needed - Instructions should be worded to maximize cooperation, not to remain as consistent as possible with the instructions given to other groups.
  26. 26. © Synovate 2008 26 Acculturation & Appropriate Methodology • Lumping Hispanics into 2 groups (or even 3) is not sufficient - Need to better understand them in order to design appropriate approach. • Is your bias toward methodological consistency getting in the way of sampling and methodological appropriateness? - Multiple/Hybrid methodologies may be necessary to capture a representative sample of Hispanics - Incorporating the passive system into something they value/need may be very useful (cell, mp3 player, watch, whatever!)
  27. 27. © Synovate 2008 27 Preguntas (Questions)
  28. 28. © Synovate 2008 28 For more information: Louis Lopez (Louis.Lopez@synovate.com) or Jim Forrest (Jim.Forrest@synovate.com) (212) 293-6100 For more information on Synovate’s: U.S. Diversity Markets Seminar http://www.synovate.com/current/events/ U.S. Diversity Market Report http://www.synovate.com/knowledge/publications/#diversity2008 Synovate Media Practice http://www.synovate.com/whatwedo/areas/media/

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