Synovate TeleNación

Issue:

A charitable organisation wanted to determine the amount of awareness they had among Hispanics in respect to other charities, and the likelihood of future donations from Hispanics.

Action:

Because this charity operates nationwide, TeleNacional was used to capture information from Hispanics all over the US in a cost-effective way that would alleviate some budget issues.

The research showed that more marketing was needed in the Hispanic sector to make their purpose clearer among this audience.

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Synovate TeleNación

Issue:

A large, consumer package goods company wanted to test 4 new drink concepts and validate data from an earlier quantitative study. They had conducted their study in 4 major Hispanic markets: Los Angeles, New York, Chicago, and San Antonio.

Action:

TeleNación was used to conduct a 1,200 person study in that same month to detect difference in each market's purchase intent. Based on the results, the consumer package goods company was able to determine which markets and which ethnic backgrounds were more willing to adopt the new drink concept and which drink concept was the 'winner'. The results from TeleNación aided in the package consumer company's decision on where and how to concentrate their marketing efforts.

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Synovate TeleNación

Issue:

A major fast food company wanted to measure fast food usage among Hispanics in 3 major Hispanic markets: Los Angeles, New York and Miami.

Action:

TeleNación was able to quickly and cost effectively conduct 900 interviews among the 3 markets. The fast food company used the results to measure the incidence of Hispanic fast food usage among the 3 markets. It also served as a benchmark for future studies for brand awareness, specific usage of the brand and perception of value among Hispanics.

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Synovate TeleNación

Issue:

A leading company in the confectioner's industry, intending to further develop targeting their product to Hispanics, wanted to measure brand awareness and candy consumption behavior among Hispanics across the United States.

Action:

TeleNacional, Synovate's national Hispanic omnibus, interviewed the 500 Hispanic adults and 150 Hispanic teens across the United States to gather incidence and frequency levels of candy consumption. The company, using the data, was able to fine tune their Hispanic marketing efforts and measure the effectiveness of their current packaging methods.

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Synovate TeleNación

Issue:

A major television network wanted to measure advertising effectiveness during a particular show geared towards Hispanics.

Action:

TeleNacional was used to gather advertising awareness levels of specific sponsors and which methods of the advertising campaign were most effective for driving Hispanic viewership. The television network was able to pin point which methods were successful for motivating Hispanic viewers and re-focus their advertising efforts to yield more viewers.

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