Why Do Multicultural Populations Take Online Surveys

As U.S. demographics become more multicultural consumers, the need for brands to
understand perhaps one of the most diverse consumer populations in U.S. history
will grow. This creates a tremendous opportunity for research and insights providers.
We’ve seen that play out as the demand for Hispanic, African-American, and Asian
sample has steadily grown for the past decade. Yet, few companies have taken up
the challenge of impaneling these groups in a meaningful way.
So, use this study to make an argument for your multicultural panel’s growing needs.
Keep these three insights in mind if you plan to up your panel game in 2018.
1. Incentives are important (for everyone) – don’t underestimate the power of
incentives, however small they may be. Survey respondents are not looking to
get rich, but incentives do provide some validation for respondents that their
time is valuable. As I mentioned earlier, incentives are particularly of interest
to Asians. If you’re doing a study and you’re struggling with Asian quotas,
incentives are a particularly powerful instrument to stimulate engagement with
this demographic.
2. Make your surveys enjoyable – Hispanics and Whites, the two largest
demographic groups in the U.S., both enjoy taking surveys. So, make sure the
survey experience enjoyable. Often, we don’t have much say in the surveys
we deploy. But if you come across a particularly user-unfriendly survey, don’t
be afraid to push back to your clients and suggest they go that route. Spell out
the benefits to both the clients and the survey respondents. It can save you
sample headaches down the line.
3. Let your panelists know that they are making a difference – While the
surveys we deploy may revolve around topics we deem to be insignificant,
respondents feel like they are making a difference, and they are! Consumers
research products they buy and use every day. As respondents represent a
sample of the general consumer base, their input helps fellow consumers
understand product value and make more informed decisions, which is
gratifying. African-Americans, in particular, are particularly aware of their
influence in shaping marketing and products around them. So, consider
sending a simple newsletter to panelists keeping them updated on product
developments that arose from their responses. That “team” approach could go
a long way in respondent retention and sample quality.
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November 7th, 2017|Blog, Integrated Market Research, Multicultural Consumers, Online Market
Research, Online Market Research Sample, Online Panels, Total Market Research
About the Author: Mario X. Carrasco
Mario X. Carrasco is Co-Founder and Principal of ThinkNow Research, an awardwinning
culturally-integrated market research agency based in Burbank, CA. The
agency integrates Hispanic, African-American, and Asian insights into custom
market research for companies and government agencies looking to thrive in a
changing demographic environment.Under his co-leadership, ThinkNow Research
has successfully launched several innovative market research initiatives, such as