Hispanic Shopper Insights Syndicated Study

1. Meyers Research Center to Field
New Hispanic Shopper Close-Up Study
Take an In-Depth Look at Behavior, Attitudes and Decision Making
Patterns of Hispanic Shoppers
As MRC Continues Expansion of Syndicated Product Portfolio
June 20th, 2012 New York, New York – Meyers Research Center (MRC), announces it
will field a syndicated research study in 2012 focusing on Hispanic Shoppers.
Results of the research will be available in winter 2012. Sponsors who confirm
participation early on will have the opportunity to influence the research by adding a
proprietary custom question at no extra cost.
The primary focus of this program is to identify shopping behaviors of Hispanics in
selected retail channels and to understand how these behaviors differ both by level of
acculturation and versus the General Market. The study will be designed to obtain a
better understanding of what factors drive store selection, store loyalty and switching
for shoppers by retail channel and across broad product category groupings such as
Food, Beverages, Snacks, Household Products and HBC.
“Our clients have expressed increasing interest in understanding the Hispanic shopper
in order to leverage this group’s explosive growth and purchasing power,” explained
Jeff Friedlaender, President of Meyers Research Center. This syndicated study will
provide the framework for retail and brand marketers to target Hispanic shoppers since
the “one size fits all” approach doesn’t work so well anymore. Syndicated studies
provide a cost-effective research alternative to custom research, as they are designed
to collect large amounts of primary information on a shared cost basis.
In addition to the inaugural wave of the Hispanic Shopper Close-Up, MRC will also
be fielding Wave IX of our successful Convenience Store Close-Up study in 2012.
“As we look at our portfolio of syndicated Close-Up studies we are not only capturing
a snapshot of current behaviors, but also a trended and comparative analysis to gain
true insights into the mind of today’s shopper,” explained Friedlaender.
MRC will utilize a hybrid methodology to collect the data for the Hispanic Shopper
Close-Up Study. This will include an in-depth online survey plus qualitative shopper
ethnographies. The final sample will include roughly 3,000 individual respondents
with readable base sizes for Hispanic shoppers by acculturation level, as well as
General Market respondents.

2. The Hispanic Shopper Close-Up will cover the following broad topic areas…
What formats and chains are Hispanics shopping for various categories
What is the profile of the Hispanic shopper by store format
What factors are driving store selection
What are the underlying dynamics of the store visit by channel:
o What preparations are made prior to the visit
o What are destination categories? Which categories are impulse buys?
o What are the key in-store influencers
o Categories purchased/shopped
o Total amount spent
What are the differences by Hispanic acculturation level
How do Hispanics differ from General Market shoppers on these measures
To receive more information or to discuss sponsorship options contact:
GeorgeBrown II
GBrown@meyersresearch.com
Frances Glick
FGlick@meyersresearch.com
JeffFriedlaender
JFriedlaender@meyersresearch.com
About Meyers Research Center
Meyers Research Center(MRC) is a leading Shopper Insights research organization.
MRC has conducted primary research across all classes-of-trade for global packaged
goods manufacturers, retailers, advertising/sales/promotion agencies and consulting
firms since 1973.