Latinum Network today announced the launch of VozLatinum, a new online community leveraged by marketers who want to get to know the U.S. Hispanic consumer.
VozLatinum provides research capability for more than 80 corporate clients, such as the Clorox Co., ConAgra Foods, Hallmark and Nestle USA, into the growing Hispanic demographic.
VozLatinum enables corporations to conduct a range of custom and targeted research activities in English and Spanish, including discussion forums, ad testing (video and print), package testing, and attitudinal and behavioral research.
"We're constantly looking for new ways to leverage the full power of the network," Latinum co-founder Michael Klein said. "VozLatinum enables us for the first time to directly connect our clients to the voice of the Latino consumer, and also to give the community a powerful platform to speak to so many of the brands they care most about."
The launch of VozLatinum is a complement to Latinum's three pillars designed to help companies maximize their multicultural return on investment: strategies and insights, peer-to-peer solutions and commercial collaboration.
"VozLatinum proved to be a reliable research alternative that provides clients with enough flexibility to gather valuable, deep consumer insights in a fast and cost-effective fashion," said David Cardona, multicultural team leader at Clorox. "Once again, the Latinum Network strengthened their membership support by providing us with tools to enhance our consumer understanding."
A service available to all Latinum Network clients, VozLatinum is representative, bilingual, and includes both English- and Spanish-speaking consumers across all levels of acculturation, geography and demographic makeup.
"Online communities are becoming an increasingly powerful research and consumer co-development tool, but the resources and expertise required for the intense engagement, prohibit most companies from using them in the Latino segment," Klein said. "By launching the VozLatinum community, we're addressing a gap in the market for cost-effective, timely, and high quality consumer insights."
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