Presentation to the ARF Multicultural Council

1. © Synovate 2008 1
Using Acculturation to
Measure Hispanic
Media Behavior

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. © Synovate 2008 3
Objective for Today:
Encourage an open exchange of
ideas and discuss better ways
to measure Hispanic media
behavior

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. © 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. © 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. What we are
concerned about . . .
• Accuracy of Sampling
• Response Rates
• Accuracy of Data Collected
• Appropriateness of Methodology
Other Questions?

8. © Synovate 2008 8
To Address These Issues . . .
Need Strong Understanding of the Market
And don’t assume . . .

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. © 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. © Synovate 2008 11
Thinking about Response Rates & Cooperation

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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. © 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. How to make sense
of all this to improve
data accuracy?
One way is
understanding the
Acculturation
Process

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. © 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. © Synovate 2008 17
Does Language =
Acculturation?
• Actually NO!
• Language is a Choice
• Acculturation is a Process

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. © 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. © 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. © 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. What does
Acculturation Mean to
Media Measurement?
• Representative Sampling
• Increased Response Rates
• Data Accuracy
• Appropriate Methodology

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. © 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. © 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. © 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. © Synovate 2008 27
Preguntas
(Questions)

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/