Garcia Research Associates Acquired to Extend Expertise in Hispanic Consumer Research

Adding the Cada Cabeza online panel and GRA’s research expertise helps KN clients capitalize on the full U.S. Hispanic market

Knowledge Networks has acquired Garcia Research Associates (GRA), a firm well known for its thoughtful approaches to measuring the growing influence of Latinos on commerce and society in the U.S. With the acquisition of GRA’s Cada CabezaSM online panel and team of expert researchers, Knowledge Networks has elevated its long-standing commitment to Hispanic consumer research, becoming the leading force for understanding how to capture $1 trillion in U.S. buying power among Spanish-speaking Americans.

Founded in 1990, GRA has earned its solid reputation conducting research for Fortune 500 companies, as well as for organizations involved primarily in the Hispanic community. Its Cada CabezaSM survey panel provides high respondent engagement and expert bilingual support. GRA will maintain its home office in Burbank, CA; KN will fully utilize GRA’s operations center in Tijuana, Mexico.

With the addition of GRA’s experts, Knowledge Networks will have 15 full-time staff in its Hispanic research team, as well as unmatched panel resources for accessing all facets of the U.S. Hispanic population. The acquisition of Cada Cabeza, along with KnowledgePanel LatinoSM and the National Shopper Lab, strengthens KN’s ability to reach U.S. Hispanic segments – such as Spanish-dominant/Unacculturated — often missed by other research.