NEW WORLD

1
NEW WORLD HISPANIC RESEARCH a Hispanic-owned and
operated agency from Latin America CAPABILITIES
PRESENTATION
2
Clients
FOOD/BEVERAGES Anheuser-Busch Arby's Beck's
Beer Cadbury Adams Danone Dewars Dr Pepper/7
UP Ketel One Kraft Marinela/Bimbo McDonalds McNei
l Nutritionals Pillsbury Prego Seagram Subway
FINANCIAL 21st Century Insurance Citibank Commerce
Bank GE Capital Kosters Loan Services MacDill
Credit Union Marsh Mass Mutual MasterCard Republic
National Bank Vigo
PHARMACEUTICAL/HEALTH American Red
Cross Arensburg Laboratories Cancer Treatment
Centers of America Garden House
Laboratories Merck, Sharp Dohme Philip Morris
(Smoking prevention)
HOUSEHOLD/PERSONAL Benjamin Moore Georgia
Pacific Hallmark Cards LeapFrog Macys JC
Penney Procter Gamble Sony

• ADVERTISING AGENCIES
• Accentmarketing
• Acento Advertising
• Black Sheep Communications
• Bromley Communications
• Campbell-Ewald
• Cartel Creativo
• Colby Partners
• Conill Advertising
• Dieste, Harmel Partners
• J. Walter Thompson
• La Agencia de Orci
• Legion Advertising
• MARC USA
• Ogilvy Mather
• The Bravo Group
• The Tombras Group
• The Vidal Partnership
• Young Rubicam

AUTOMOTIVE Ford GM/Chevrolet/Buick/GMC
Honda/Acura Infiniti Lexus Lincoln Mazda OnStar O
Reilly Auto Parts Suzuki Valvoline
MEDIA/ENTERTAINMENT Centronet.com Diario
Panorama Discovery Channel Disney ESPN Gems
Television GolTV MGM Latin America The Weather
Channel
GOVERNMENT FCIC Foster Care ONDCP US Army US Navy
TELECOMMUNICATIONS Americatel (10-10-123) ATT Son
y Ericsson Sprint/Nextel
3
Types of studies

• Consumer
• Ethnographic
• Demographic
• Political research
• Usage Awareness
• Market Segmentation
• Customer Satisfaction

• Product
• Image
• Taste/Trial
• Positioning
• Brand Name
• Concept Tests
• Packaging/Pricing

By Objective

• Communication
• Concept Tests
• Tracking Studies
• Message/Copy Testing
• Advertising Effectiveness

Ethnographic studies In-home immersion Social
exposure Post purchase research Shopping
experience Product clinics Photo-journals Zap-emai
l logs

• Quantitative studies
• Telephone
• Personal
• Online

By Methodology

• Qualitative studies
• Focus groups
• Mini-groups
• Diads/Triads
• In-depth interviews

Quali-Quanti studies Relative Positioning
Analysis Semantic Differential Screening
Panels Product Tests
4
Quantitative Research

• Questionnaires are pre-tested to tune-up
  language subtleties that might affect the
  results.
• Interviewers are selected and trained according
  to the particular characteristics and
  requirements of each particular project.
• An extensive validation process guarantees
  reliable data.
• Data editing, coding and processing is conducted
  in-house, ensuring confidentiality and timely
  results.
• Telephone, intercept or door-to- door interviews
  are conducted according to objectives.

5
Qualitative Research

• Strict recruiting and screening process assure
  the participation of the precise target.
• Vast experience in numerous product and service
  categories.
• Bilingual and bicultural moderators frequently
  travel to Latin America, where they are updated
  general mind frames of the population and in
  particular trends and developments in each
  country.
• Innovative behavioral techniques ideation,
  laddering, collages, personifications, etc.
• Focus groups, mini-groups or in-depth interviews
  are conducted as needed.

6
Quali-Quanti Research

• Relative Positioning Analysis
• Determines the image of a group of brands that
  compete in a specific category by finding out the
  real position that each brand occupies in the
  consumers mind. Used to
• Prioritize the motivational elements that are
  important for the consumer when making a decision
  to buy a product.
• Identify the strengths and weaknesses of each
  brand regarding those attributes.
• Recognize discriminating elements of each brand
  to find untapped niches and the attributes that
  can attract new consumers.
• Determine if differences exist between the
  perceptions of distinct segments.
• Track shifts in consumer perceptions of products
  or services over time.

Cool
Brand 3
Safety
Reliable
Brand 2
Quality
Brand 4
Brand 1
Modern
Tradition
7
Quali-Quanti Research

• Semantic Differential
• Measures affective reaction to a product or ad.
  Works by the allocation of a stimulus in a
  multi-dimensional space, by successive selection
  from among a set of bipolar semantic scales. Used
  to
• Numerically and graphically compare reactions to
  different products or ads.
• Gauge the difference in reaction to a product
  before and after trying it.
• Gauge the difference in reaction to a product
  before and after seeing an ad for it.
• Measure the difference in reactions to a product
  or ad among different segments.

Conventional____________________________O
riginal Stupid____________________________
Smart Ugly____________________________B
eautiful Untidy __________________________
__Organized Irrelevant____________________
________Important Illogical________________
____________Logical San_________________
___________Happy Boring _________________
___________Entertaining
8
Quali-Quanti Research

• Screening Panels
• Rate commercials according to several
  communication variables. Used to
• Determine each ads clarity, relevance, appeal,
  motivational impact.
• Identify structural and content strengths and
  weaknesses.
• Compare measurements against other ads.
• Contrast attitude changes due to the commercials.

• Product Tests
• Evaluate different organoleptic dimensions of a
  product. Used to
• Fine-tune a final product.
• Measure changes of attitude towards a brand.
• Predict purchase intent.

9
Ethnographic Research
In-Home Immersion Used to see how a product fits
into consumers lives. By interviewing
respondents in their habitat, clients are able to
get a first hand look at the environment in which
consumers live, an experience that contributes to
the development of relevant advertising
campaigns.
Social Exposure The interaction between
consumers is an integral part of the purchasing
and consumption process. Hispanics, in
particular, greatly value word-of-mouth and
personal recommendations. These experiences help
clients understand how consumers live and think,
an essential component in the development of
convincing marketing strategies.
10
Ethnographic Research
Shopping Experience Helpful to determine if
certain purchases are made out of impulse or
habit, and if several brands are given
consideration. Useful to see how respondents
react to displays, new products or any changes in
packaging or price at the time of the actual
purchase.
Post-purchase Interviews The actual purchase
experience is an important component of the
perception consumers have of a brand it can
become a motivator or a barrier. Different
word-association exercises and scale ratings are
applied during the first 48 hours after the
consumer made the purchase, to gauge the initial
reactions. A follow-up interview the following
week helps assess the lasting impressions.  
11
Ethnographic Research
Product Clinics Combine the benefits of the
in-depth information gathered from focus groups
with the interactive experience from ethnographic
research. Useful to identify both the rational
and the emotional elements and connections
consumers look for in a product/service, as well
as the contents of their beliefs and perceptions
regarding the competing brands.
Photo Journals Pre-recruited respondents are
sent disposable cameras to document diverse
aspects of their lives and to record every
element that is related to the rational and
emotional connections to a product or service
category. Each picture helps to explain the
involvement a consumer has with that product or
service and the attitudes towards the category.
Zap-email Logs Pre-recruited participants commit
to instantly reply, for a period of 2 weeks, to 2
daily emails containing a few short questions
revolving around emotional and rational elements
related to a category. The immediacy of this
cost-effective methodology provides snapshots of
states of mind at different points of time and
greatly increases compliance.
12
Ethnographic Cases
New Product Development A beverage company was
interested in developing a new product for the
Hispanic market. In order to better understand
the target consumer, New World Hispanic Research
designed a study that included an ethnographic
phase - In-home Immersion Respondents were
asked to prepare a beverage at home in order to
observe the preparation process and the
ingredients/products being used. An informal
interview was conducted during the preparation
and photos were taken throughout the process. -
Shopping Experience Respondents were recruited
and the team accompanied them to the supermarket
where they normally shop. Specific questions
were asked about product selection, particularly
regarding beverages and produce.  
Market Insights A manufacturer of feminine
protection products was interested in
understanding the Hispanic teen market. New World
Hispanic Research conducted Friendship Pairs in
non-traditional locations (i.e. parks, malls,
restaurants). Prior to the interviews the girls
were sent disposable cameras and were asked to
bring pictures of their family, home, friends and
favorite places. The girls felt at ease being
with a friend, and the surroundings helped in
making the interview much more comfortable.
 Lifestyle A manufacturer of household products
(detergent) was interested in understanding the
lifestyle of Hispanic women. Qualifying women
were sent a workbook that had to be completed
before a home-interview. The workbook included
questions about their family, shopping habits,
laundry process, etc. During the interview the
moderator went over the workbook, and experienced
the laundry process.
13
Lateenos
Hispanics are younger than the general population
Lateenos are very social when interacting with
their peers. Observational Research provides
priceless insight of real-pace, real-time Lateeno
behavior. The most fertile sources of Lateeno
information are small groups, attended by friends
and conducted at non-traditional venues.
Group Matching Image Association Semantic
Differentiation Moment-of-Truth
Research Diaries Relative Positioning
Analysis Panels
Some tools successfully used
14
Political Research
Information to help candidates reach the Hispanic
population by addressing specific issues of
interest and proposing solutions that respond to
voters concerns.   Voter Behavior voting
patterns/projections, voters needs/expectations.
Motivational Research segmentation, candidates
image, issues, communication. Grassroots
Initiatives citizens involvement, get-out-the
vote, leadership.
Benchmark Polls Offer in-depth evaluation of a
given race and help to develop successful
strategies. Election Success Polls Track results
of a particular race and help to evaluate the
approval of candidates. Advertising
Polls Identify areas of opportunity for effective
messages and test communication
elements. Tracking Polls Quantify the impact of
a political campaign. Focus Groups Help to
understand attitudes and complex issues that
drive voter behavior.
15
International Experience
USA
Bahamas
Mexico
Dominican Republic
Guatemala
Puerto Rico
El Salvador
Costa Rica
Panama
Venezuela
Colombia
Ecuador
Peru
Brazil
Chile
Paraguay
Argentina