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Market Snapshots

Rosy Riggins, Latino Segment Project Manager, Diverse Growth Segments, Wells Fargo (Oct. 2006)

“Thank you for such a wonderful and inspirational presentation. All of the presentations were great but yours was exceptional.

At last -- in-depth, qualitative insights paint an eye-opening picture of Black culture and lifestyle and how to connect your products and services with Black consumers.

ISBN 0-9725290-9-0     REVIEWS 

Quantitative Research

Conducting effective quantitative research among African-American consumers requires a basic understanding of how, where and why African Americans fall into different segments. This is particularly essential toward the development of the overall study design, interviewing instrument and analysis.

HMG partners with quantitative marketing research companies for field services, particularly those who have experience with the African-American market.  These companies understand the challenges and therefore offer a variety of methodologies and solutions for effectively reaching this segment. They also follow strict quality control standards that include:

• Overall project monitoring
• Monitoring of  interviews and questionnaires by managers or supervisors
• Validation by supervisors or managers
• Client progress reports

In addition to the standard quantitative methodologies (telephone, Inernet, mail, intercepts), since 1997 HMG has partnered with The Maya Group to deliver a professionally driven comprehensive quantitative-qualitative audience response system product.  Maya’s audience response system (ARS) is a unique blend of qualitative and quantitative techniques. Using hand-held wireless keypads, Maya collects quantitative data from large groups (20-200 respondents). The data are displayed in real time to client viewers and a group moderator. The HMG moderator then leads a focused discussion to explore the “whys” behind the quantitative data with all or part of the group. Data collection and turnaround time is reduced from weeks to days which allows HMG to deliver the report sooner.

Data Interpretation

Unlike our competitors, our job doesn’t end with the compilation of data. Instead, we interpret the data and write comprehensive reports that include detailed actionable recommendations. Our analyses have helped clients introduce successful new products, reposition existing products and determine appropriate advertising messages. In sum, our research has a direct effect on your bottom line success.