As corporations nationwide struggle to measure the temperature of the U.S. Hispanic consumer, talk of one online consumer research site continues to heat up industry circles. – using an exclusive, in-house proprietary recruitment model – attracts more than 1,500 Hispanic panelists per day. The site collects traditionally hard-to-capture profiling data such as acculturation level, education level, media habits, regular grocery purchases, automobile type, household demographics, other buying habits and more.

Developers of the recruitment system crafted a formula for drawing panelists from all three acculturation levels – Spanish dominant, bi-cultural and acculturated – in a nationally representative distribution. The Spanish dominant group is usually categorized by market research firms as “un-acculturate” and represents the most difficult to reach. As a result, little is known about their lifestyle and purchase habits.

Enter Offerwise with The survey site’s ongoing findings look to level the cultural barrier that exists between sellers and the largest-growing population segment.

Recently released Census data shows the U.S. Hispanic population accounted for more than half of the growth in the total U.S. population from 2000 to 2010. This population segment grew from 35.3 million to 50.5 million – or 1 in 6 Americans. Initially, officials doubted the participation level of the Hispanic population. However, the 2010 Census count came in nearly 1 million higher than expected, according to the Pew Hispanic Center.

This willingness to become involved also is apparent on, where recruitment of Hispanic panelists continues to reach levels unheard of in the market research industry.

“With the latest census figures showing the explosive growth of the U.S. Hispanic population, companies large and small are eager to learn more on how to reach and market to the Hispanic community,” Lissak said. “We’re excited to see our QueOpinas panel grow into one of the largest and most representative U.S. Hispanic samples in the industry.”


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