HMCA Board Member to Speak at CMOR Conference

HMCA board member Suzanne Irizarry de Lopez was invited to be a presenter at the Council for Marketing and Opinion Research (CMOR) 2005 Annual Respondent Cooperation Workshop, September 7 in Washington DC.  During the conference she will discuss Hispanic market research issues.  

The CMOR workshop, sponsored by CMOR and the Marketing Research Association (MRA), will take place September 7 - 9 , 2005 at the Hotel Washington DC. This conference will focus on understanding why good representation of Hispanics is critical to end users of research data for any US marketing strategy.

Suzanne of Bilingual Research Services, will address the importance of addressing American consumers in their choice of language the minute they are being approached to participate in a research study, now that Hispanics are a sizeable part of mainstream America.   

A panel of market research industry experts will attempt to answer the following questions concerning the U.S. Hispanic market:

• What should practitioners who want to survey/market to this population be aware of, be sensitive to, avoid, encourage, expect in interaction with the community?
• Are there certain values, expectations, assumptions on the part of the consumers that should be taken into consideration?
• What marketing approaches work best with the Hispanic population?
• Do different segments (e.g. Spanish dominant) prefer different modes of communication, such as mail, telephone, in-person?
• Are there differences between unique segments to be aware of and handle separately?
• Are there generational differences?
• How, when and when is the best way to reach the Hispanic consumer?
• What techniques have worked the best in getting response from Hispanic respondents?
• What are some practical strategies and proven methods of data gathering?
• What hasn't worked in this group?