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Market Research
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Developing effective strategies to reach the Multicultural customer requires broad insight into the Multicultural marketplace and an understanding of the client's business, the resources available, and the opportunities that exist.
Our Approach
At the Gonzales Group, we combine our expertise in understanding complex business issues together with critical customer insights. We develop and apply leading-edge research methods, including qualitative and quantitative applications, to attain and leverage these insights for our clients.
We begin with a broad understanding of our client's business and the particular Multicultural challenges at hand. By understanding the full range of business dynamics, we are equipped to apply our research to the targeted Multicultural customer.
We establish clear objectives that align with business realities, review the client's existing research to assess the need for new research, and then determine which methods, designs, and analysis will generate the most actionable approach for the current business challenge.
In executing the research, we work with selected market research firms who are familiar with our consulting approach as well as who are experts in the Multicultural markets. This facilitates the design and implementation of time-compressed studies customized to the client's immediate research needs.
Once the research data is in hand, we begin the process of interpretation and synthesis. Our expertise, along with our familiarity with the client's business and marketplace, enable us to cull the most actionable insights from the research data generated. We provide a tailored solution that directly addresses our client's specific business objectives.
The Gonzales Group is a highly valuable marketing intelligence resource for evaluating and tracking issues, needs, and opinions of current and potential customers. We provide a broad range of in-language and culturally sensitive qualitative and quantitative research services for projects involving the following populations:
- Hispanic (Mexican, Central/South American, Puerto Rican, Dominican, Cuban)
- Asian (Chinese, Filipino, Korean, Japanese, Vietnamese)
- Black (African-American, West Indian)
Gonzales Group Qualitative Research Services:
- Focus Groups
- Executive Interviews
- Mind-mapping Interviews
- In-depth Interviews
- Concept Testing
- Content Analysis
- New Product Development
- Customer Satisfaction Studies
Gonzales Group Quantitative Research Services:
- Market/Customer Segmentation Studies
- Attitude, Awareness and Usage Studies
- Value Proposition Studies
- Customer Satisfaction Studies
- New Product Development and Content Analysis
- Syndicated Studies
Secondary Research:
Additionally, we conduct insightful secondary research of existing sources of information. We have deep database resources in our Multicultural Center with detailed information on demographics, housing statistics, and census to help clients:
- Understand where their best target ethnic groups are located and provide them with key data sets.
- Measure ethnic market potential from state to the neighborhood and retail level.
- Understand which media reach your prospects most efficiently.
- Develop precisely segmented direct marketing lists for consumers and businesses.
- Display ethnic data in dynamic, color-coded maps.
Contact Us for more information.
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