The panel is recruited from Univision subscribers and offers incentives to panel members, in the form of rewards, to participate in surveys. Typical incentives include small cash payments or points which the respondent can convert to an electronic voucher, gift vouchers, and experience vouchers.
SSI panels are over 90% proprietary, according to the company, meaning it doesn’t share panelists with other market research organizations; it operates a total of 62 similar panels in 86 countries around the world.
Rick Alessandri, Univision executive vice president for enterprise development, stated: “Hispanics are driving a demographic boom in the U.S. with impact across virtually every sector making it more important than ever to have reliable data to understand this vital consumer group."
As noted this is just the latest in a series of new research offerings from media companies and agencies. Earlier this year, Pulpo Media, a cross-platform digital media network targeting Hispanic audiences, unveiled a new acculturation model that combines online and offline data to create more targeted segments within the overall U.S. Hispanic market.
Pulpo is incorporating the model into its Ocean Platform and Planner Product, due out this summer.
In 2011, Marketing Research Services Inc. unveiled an acculturation model for the Hispanic population that incorporates attitudinal and behavioral dimensions. It also takes into account how long the individual has lived in the United States, their age when they moved here, the size of the Hispanic population where they live and work, and their degree of access to Spanish-language media, among other things.
And in 2012, uSamp unveiled a proprietary Hispanic consumer research panel, which aims to help marketers reach this growing audience through both traditional and online media. The panel is broken into market segments that distinguish between acculturated and less acculturated Hispanics.