GfK Consumer Launches Unacculturated Hispanic In-Person Research Program

“GfK Consumer, a division of GfK Custom Research North America, today announced the launch of its Unacculturated Hispanic In-Person Research Program, the first of its kind to gather consumer intelligence from the marketplace, representing 40% of the more than 42 million Hispanics in the U.S.

Defined as a population that has not yet assimilated completely to its adopted country, this unacculturated segment is the fastest growing and most impressionable group among all U.S. Hispanics. The new GfK service will provide consumer-driven companies the opportunity to capture a more complete picture of the unacculturated Hispanic marketplace, which is extremely difficult to reach through online and telephone research.

“By 2050, one in four Americans will be Hispanic,” says Patricia Hughes, Managing Director, GfK’s Consumer. “It is vital that companies learn how to effectively address this burgeoning market’s needs now to help gain an edge over the competition.”

Conducted several times each year in shopping malls in the top 10 U.S. Hispanic markets, GfK’s program seeks to reach this elusive market with in-person interviews using bilingual researchers. As the only regularly fielded face-to-face survey of the Hispanic marketplace, the initiative joins other GfK Hispanic market research services including GfK Roper Hispanic Omnitel, Hispanic Qualitative, and GfK Audits and Surveys Hispanic Small Food Store. Clients can customize the research process to test concepts, ask specific questions and participate in in-person studies.

More information can be found at http://www.gfkamerica.com/hispanic. About GfK Consumer

GfK Consumer, a division of GfK Custom Research North America, is a global leader in custom market research and sophisticated fact-based consulting. Its highly consultative, strategic approach leads to actionable insights that enable clients to meet their most complex marketing challenges. GfK consumer serves a diverse range of industries and categories including consumer packaged goods, retail, travel and entertainment, among others.

About GfK Custom Research North America

Headquartered in New York, GfK Custom Research North America, is a company of GfK Custom Research, North America, part of The GfK Group. With home offices in Nuremberg, Germany, The GfK Group is the No. 4 market research organization worldwide. Its activities cover five business divisions Custom Research, Retail and Technology, Consumer Tracking, Media and HealthCare. The Group has 115 companies and a current total of 8,200 employees who offer market research services for 90 countries. GfK Consumer

CONTACT: Deanna Decker, ddecker@psbpr.com or Jessica Moskowitz,
jmoskowitz@psbpr.com, both of Padilla Speer Beardsley, +1-212-752-8338; or
Laura Siegel of GfK Custom Research, North America, +1-212-240-5300,
info@gfkamerica.com

Web site: www.gfkamerica.com/hispanic “

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