NEW YORK: GfK Consumer, a division of GfK Custom Research North America, has launched the Unacculturated Hispanic In-Person Research Program, which it claims may help dispel misconceptions about Hispanic consumers.
For example, GfK said marketers may overestimate the brand loyalty of the Hispanic population, which usually extends to products available in their country of origin. Once faced with the multitude of products in the US, that loyalty may dissipate.
"This will allow marketers to determine the extent to which products and communications ...