Synovate summary of multicultural shopping differences during the recession. How Hispanics and other groups react differently to price, coupons, brands$ type of store when things get tough.

1. Synovate Diversity:
Every 30 seconds, a Latino turns 18 in
America…….
• June 10th, 2011
• Presenter:
– Jane Edwards-Hall
© Synovate 2011

2. What will be covered today?
• Why we need to pay attention
• Insights – Media
Consumption
• Insights – Shopper Behavior
• What to consider when
conducting Diversity research
• Diversity and Customer
Experience Management
© Synovate 2011

3. Diversity
Populations:
Why we Need to
Pay Attention
© Synovate 2011

4. The U.S. Hispanic Market –
Latest Data
• Largest multicultural group with 50.5
million. That is larger than the
population of Canada (33.9 million)
• The Hispanic market is growing. Just
since 2000, we have seen this
population grow by 43%, now
representing almost 16.3% of the total
U.S. population
• The Hispanic market is varied
– New immigrants as well as multi-
generational families
– Different levels of Spanish-language
usage
– Mix of 22 different countries of
Hispanic heritage
© Synovate 2011

5. This combined group is
projected to grow to
approximately 40% in the next
nine years.
• But that‟s not all
• Hispanics, African-Americans, and
Asian-Americans are projected to
represent at least 55% of the total
U.S. population in 2050.
© Synovate 2011

6. 2010 Census results show Hispanic growth
exceeded projections across the U.S.
• Over half of the Hispanic population in the United States
reside in just three states: California, Texas, and Florida.
• The Hispanic population grew more dramatically than
expected in states with smaller and newer immigrant
populations in the past decade:
– Hispanics contributed 72% of all minority growth in Illinois.
– Hispanics are growing eight times faster than non-Hispanics(63.5%
vs. 7.5%) in Oregon and accounted for 43% of overall growth in the
state.
– In Oklahoma, Hispanics accounted for nearly 51% of the overall state
population growth.
Source: U.S. Census Bureau
© Synovate 2011

7. But most importantly…the
Hispanic market is changing
• Number of U.S. born Hispanics is
growing, out pacing immigration
• More youths are entering the
consumer market
.”..This is not your abuela's Latino
community of two decades ago. A
new generation has emerged, with
a new Latino DNA, and marketers
who fail to decode it will struggle to
survive."
- Geoscape American Marketscape DataStream
Series 2011
© Synovate 2011

8. What‟s Really Driving the Population
Growth?
OMG, r u
serious?! :)
© Synovate 2011

9. Kids/Youth Are Contributing To The Overall
Growth Of Multicultural Populations
Hispanics are African-Americans Asian-Americans are
the youngest group are also young a bit older, but still young
• Median age of Hispanics is • 31% are under the age of • 26% of Asian-Americans are
only 27 years 18 under 18 years of age
• 34% of Hispanics are under • Median age of African- • Median age of Asian-
the age of 18 Americans is 30 years Americans is 33 years
vs. 25% of Total Population under 18 (Median Age is 36 Years)
© Synovate 2011

10. There's a good chance America will eventually
look like San Antonio
• “Demographically, this Texas city is a glimpse into the American future — a
majority Latino community, where English is the language of choice.
• Like Latinos across the United States, San Antonio's Latinos are trying to
figure out their place in mainstream American life.”
- NPR, December 12, 2010
Julian Castro, mayor of San
Antonio is young, photogenic,
well-educated, and barely
speaks Spanish.
© Synovate 2011

11. Diversity: Media
Insights
© Synovate 2011

12. Media Usage by Ethnicity
Percent Consuming Media by Race/Ethnic Group – Adults (18+)
Source: Synovate 2010 U.S. Diversity Markets Report
© Synovate 2011

13. Hispanic Media Usage by Language Spoken
at Home
Percent Consuming Media – Adults (18+)
Note: Spanish-dominant: Speak Spanish only or mostly at home; Bilingual: Speak Spanish and English equally
at home; English-dominant: Speak English only or mostly at home
Source: Synovate 2010 U.S. Diversity Markets Report
© Synovate 2011

14. Hispanics – Language in Which Media is
Consumed
Percent Consuming Media Type by Language – Hispanic Adults (18+)
Source: Synovate 2010 U.S. Diversity Markets Report
© Synovate 2011

15. Diversity:
Shopper
Insights
© Synovate 2011

16. Shopper Behavior Year-on-Year
© Synovate 2011

17. Most Recent Shopping Trip
© Synovate 2011

18. Hispanic Shopping Styles
Hispanic shoppers are less likely to be fully
focused on brand regardless of price
considerations (Preference Planners). Hispanic
shoppers are more price and promotion
conscious than General Market shoppers in four
categories: Condiments (137 index),
Dishwashing Liquid (125), Pet Food (136), and
Toothpaste (148). When shopping for 10 of the
12 categories (the exceptions being
Condiments and Laundry Detergent), Hispanic
shoppers may be open to influences at the
shelf, as the proportion of shoppers classified
as Explorers is significantly above the General
Market results.
While this Synovate study covered
CPGs, we could assume that the same
would be true in shopping for high-ticket
items
Source: Synovate Diversity Shopper Insights report 2010
© Synovate 2011

19. Diversity: Why is
a Different
Approach to CE
Management
Important?
© Synovate 2011

20. Why Is This Important?
In a down or stagnant economy customer experience
is crucial for current and future business success. This Spanish-speaking
is particularly true for the Hispanic consumer who consumers would buy
cherishes personal contact and general customer significantly more
experience. Customer experience has a high products/services from
correlation with brand loyalty. Hispanics, particularly companies that make it
Spanish-dominant Hispanics over-index in brand easy to communicate in
loyalty. Spanish.
Portada Magazine, April 2010 Language Line Services
While many firms on our list may say they value
the Hispanic market, most fail to provide good
customer experience. Amazon.com, and Barnes
& Noble are the exceptions, with the highest
CxPi scores; financial services firms have the
lowest scores.
Forrester CxPi 2010
© Synovate 2011

21. And, More Importantly, Synovate‟s Point of
View ……
With an increasing need to build CE
programs that deliver sales and profit
back to the business, there is an It‟s time to
increasing need to distinguish between Incorporate an
just “claimed loyalty” and true drivers Acculturation
of choice that make a difference. model
We know that drivers are very different Into all initiatives,
across our varying Diversity groups Including VoC and
and, so, why create a CE management Mystery Shopping
strategy that delivers a “one-size-fits-
all” and assumes „general market‟
drivers across all groups?
© Synovate 2011

22. What to consider when conducting
Diversity research
© Synovate 2011

23. Diversity Research Considerations
• Methodologies: Phone, In-person, Online?
• Question Styles: The “Sí” Factor
• Cultural Relevance: “American “or “sensitive” concepts
• Comprehension Levels: Varies by acculturation level and socio-economic
status
• Accurate Translations: Must convey both the meaning and sense of the
question
© Synovate 2011

24. Telephone Methodology
• Telephone is generally the best
representation of ethnic populations and the
most cost effective with an interview less
than 20 minutes with no visual stimuli.
– Listed surname, high density random digit dial
(RDD), hybrids, client lists, as well as panelists
(English-speaking) from Synovate‟s panel for
telephone studies.
• 30% of Hispanics and 25% of African-
Americans are cell phone only households,
according to the CDC.
– Currently, it is not possible to target specific
ethnicities with cell phone sample but county
level exchanges can be targeted in higher
density ethnic areas.
© Synovate 2011

25. “At Home” Internet Access Growing for
Hispanics
• Online penetration at home varies from a high of 70% of Mostly Acculturated
consumers to 38% of Unacculturated Hispanics.
• Although Internet penetration continues to grow, online panels are generally not
representative of ethnic consumers. We suggest “mixed recruiting” to obtain rep
samples.
Non-traditional panel sources, such
as Spanish-speaking recruited
Hispanics, are growing in popularity.
These samples tend to skew
towards „bilingual‟ respondents, so
check language counts when
bidding.
Base: Adults 18+
Source: Synovate 2010 U.S. Diversity Markets Report
© Synovate 2011

26. At Least 7 Out Of 10
Adults Have Some
Internet Access (from
anywhere)
Base: Adults 18+
Source: Synovate U.S. Diversity Markets Report
© Synovate 2011

27. In-Person Methodology
• Intercepts, pre-recruits, and central location
tests in malls or other high traffic areas are an
excellent method for ethnic online surveys
using CAPI (computer assisted personal
interviewing) for interviews to find harder to
reach populations, interview lengths longer
than 20 minutes, and visual or taste tests.
• Synovate also has the capability for in-store
interviews for at-the-moment purchase
behavior and Mystery Shopping.
• Synovate has ongoing business
arrangements with field suppliers across the
country and has successfully conducted in-
person ethnic interviews in these types of
venues for many years.
© Synovate 2011

28. Question Styles, Cultural Relevance, and
Comprehension Levels
• The “Sí” Factor
- Culture has an impact on how respondents use rating scales. Hispanics gravitate toward
always giving higher ratings while others tend to give lower ratings, frustrating attempts
to compare results across ethnic groups.
- Different techniques are available to help minimize scale bias.
• Cultural relevance
- Many ethnic consumers do not have the depth of experience with many U.S. brands nor
are used to lengthy questionnaires which must be taken into account when designing a
research survey.
- Care must be taken with assumptions about generally known “American” concepts,
particularly among foreign born/less acculturated.
- Sensitive topics (e.g. immigration status, income) should be recognized.
• Literacy and education levels are lower (though increasing) than those of General
Market overall
- Pilot testing is recommended for language and questionnaire length that may diminish
quality of the response.
© Synovate 2011

29. Accurate Translations
• Translations must accurately convey both the meaning and the sense of the question.…
− Literal translation does not guarantee the same meaning.
− Use experts who adapt English-language questionnaire.
− The translator must assess whether phrases are actually English-language idioms or slang and, as
such, do not have the same meaning or sense in Spanish – then find a Spanish phrase which
works.
• Ideally, questionnaires should be back edited and reviewed by research staff who
understand the multicultural culture, consumer language and survey language.
© Synovate 2011

30. What types of
Diversity
Questions Should
we Include?
© Synovate 2011

31. Aside from „typical‟ demographics such as
age, gender and income, we suggest:
• Self-identified ethnicity and/or race
• Place of birth/country of origin
• Length of time lived in the U.S.
• Generation (parents and grandparents place
of birth)
• Language spoken at home and outside of
the home
• Acculturation level using (Synovate‟s)
Proprietary Algorithm
© Synovate 2011

32. U.S. vs. Foreign-Born Hispanics
• Majority of Hispanics are Foreign-Born which creates a very different
marketing and economic environment
– Traditional values, importance of family, respect for elders, reluctance to
accept humor at expense of others
– Don‟t want to “stand out”, willing to make sacrifices for a better life for
children
% of Hispanics born
outside the U.S. is
decreasing which is
creating a new generation
of Hispanics
© Synovate 2011

33. Spanish is mostly spoken
at home by Hispanic
adults
English only/
mostly
Spanish only/
mostly
Spanish and
English equally
The % of Spanish-dominant adults
is slowly decreasing as U.S. born
children enter adulthood
Source: Synovate 2010 U.S. Diversity Markets Report
© Synovate 2011

34. How do I know when to use (Synovate‟s)
Acculturation Model?
First, it is important to understand what
acculturation is:
• It is the process by which a person learns or
accommodates to a new culture.
– Observing new “host” culture
– Reacting to “host” culture
– Adapting to ”host” culture to order to better
function within it
• Can be Dynamic or Passive (Conscious Effort vs.
“Rubbing Off”)
• Acculturation DOES NOT REQUIRE a person to
abandon all aspects of their home culture.
© Synovate 2011

35. Push and Pull Factors Affect Acculturation
• Life events begin to shape acculturation level such as:
– Employment status
– Household establishment
– Family formation
– Education and exposure to attitudes and values different than their own
For example…the Internet provides Hispanics with an accessible medium
for keeping in touch with their families back home and news from their
country of origin.
This continued contact with family and media from their country of
origin exerts “pressure” to keep their culture.
© Synovate 2011

36. Synovate Diversity‟s Acculturation Model
• Our model uses several predictors of
acculturation, including country of birth,
years lived in the U.S., and social
network.
• Using this framework, our acculturation
model segments the 18+ Hispanic
market into 3 groups:
– One small “Acculturated group” (9%)
– One very large (non-descript) “Partially
Acculturated group” (68%)
– One “Unacculturated group” (23%)
Note: We do not use language spoken
at home as many models do.
© Synovate 2011

37. Synovate adds “cultural tension” to enhance
understanding
• Acculturation requires adaptation which places anxiety or stress on an
individual. These stresses affect rate of acculturation and resulting
consumer behavior.
– Attempts to “fit into new culture”
– Attempts to “preserve the home-country connections”
LOW CULTURAL TENSION HIGH CULTURAL TENSION
Feelings of being discriminated
• Low • High
against
Family ties • U.S.-based • Home country
Tradition • Consider themselves less traditional • Maintain traditions
• Seek interactions with non- • Feel uncomfortable interacting with
Interactions
Hispanics non-Hispanics
• Country of origin and family back
• Positive aspects of life in U.S.
home
Communication points • Family and friends in U.S.
• Uniqueness of Hispanics in U.S.
• Positive experiences of life in U.S.
• Nostalgia for past and home country
© Synovate 2011

38. By overlaying Tension onto our Standard
Acculturation Model, we can more fully
describe “Partially Acculturateds” and
“Unacculturateds”
• Mostly Acculturated (9%)
• Partially Acculturated (68%)
- American Latinos (28%) - low cultural
tension
- New Latinos (23%) - medium cultural
tension,
- Traditionals (17%) - high cultural
tension
• Unacculturated (23%)
- Unacculturated Stable (17%) - low
cultural tension
- Unacculturated Traditionals (6%) -
medium to high cultural tension
© Synovate 2011

39. Latest demographic and category
trends
• We have been following trends in the
The U.S. Diversity
multicultural populations for more than
Markets Reports TeleNación
30 years.
• With this knowledge, we provide
multicultural insights and strategic
consulting to help our clients make
better business decisions.
• We publish several syndicated studies
which solidify our expertise in the U.S.
Diversity Markets
HispanicLink
© Synovate 2011

40. We are still selling the
2010 U.S. Diversity
Markets Report
• Premier one-stop resource for the
Diversity market
• Published every other year
• Trusted and used by Fortune 500
clients since 1980
– Detailed population estimates (by
DMA, by Age, by Gender)
– Proprietary characteristics data,
including language, media,
acculturation, shopping behavior
• Now discounted at $1,599
through your account
representative or by visiting:
http://www.synovate.com/insights/public
ations/reports/diversity/
© Synovate 2011

41. …and the U.S. Diversity
Shopper Insights Report
• The Diversity Shopper Insights Report
examines the Shopping Styles and Path
to Purchase through the lens of the ethnic
shopper.
• Using its proprietary Shopping Styles
Segmentation, Synovate compares
category shopping styles among
Hispanics vs. African-Americans vs. the
General Market:
– Carbonated Soft Drinks, Coffee/Tea,
Condiments, Crackers, Salted Snacks,
Breakfast Cereal, Pet Food
– Hair Care, Internal Analgesics,
Dishwashing Liquid, Toothpaste,
Laundry Detergent
• Now discounted for $399…what a deal!
© Synovate 2011

42. Introducing HispanicLink
Joint Partnership with SymphonyIRI Group
Hispanic Survey Hispanic Shopping Basket
• Survey compares the shopping preferences • Trended Hispanic Shopping Basket uncovers
and motivational drivers of behavior among the actual purchasing habits of Hispanic
More Acculturated and Less Acculturated consumers on IRI‟s panel; to pinpoint greatest
Hispanics (vs. Non-Hispanics) opportunities by Retail channel
• Topics include: Cooking, Eating, Drinking, Cost:
Health, Marketing & Media Influencers, &
• Hispanic Survey & Shopping Basket: $35,000
Impact of Economy
• Survey only: $25,000
• N=1800 interviews fielded in Dec. 2010 and
Jan. 2011 • Shopping Basket only: $15,000
42

43. TeleNación
TeleNación – Hispanic Omnibus
• Monthly Telephone Hispanic Omnibus CATI studies offering shared
cost opportunities
• Top 10 Hispanic markets or National Rep Sample (other markets
added on custom basis)
• Client can have surveys in one or more of Top 10 U.S. Hispanic
markets
• As migration has increased, Hispanic penetration into more and more
markets throughout the country, some clients prefer national
information
• Fielded monthly beginning on the last Tuesday of the month.
TeleNación Markets • San Francisco/San Jose
• Los Angeles • Dallas/Ft. Worth
• New York • San Antonio
• Houston • Phoenix
• Miami • McAllen/Brownsville
• Chicago
© Synovate 2011

44. Customized Customer Experience and
Mystery Shopping Research
• Using our Synovate
Acculturation model we are
able to design best-in-class
approaches for you to manage
your CE research and
management strategies
• Examples of recent programs
include:
– State Government Mystery
Shopping programs
– A national financial services
provider
© Synovate 2011

45. Questions/Preguntas?
Thank you!
• Contact: Jane Edwards-Hall
jane.edwards-
hall@synovate.com
• Denise Sharp
denise.sharp@synovate.com
© Synovate 2010