Posted by Elena del Valle on March 16, 2006
Jose Cancela, principal, Hispanic USA
Photo: Hispanic USA
Synovate will present diversity and Hispanic market updates “Reaching America’s Diversity Populations,” based on the 2006 U.S. Diversity Markets Report, in four U.S. cities. The first daylong presentation was held in Chicago, March 14. A second presentation will take place at the Millenium Biltmore on Thursday, March 16 in Los Angeles, California. These will be followed by presentations at the Colonnade Hotel, Coral Gables, Florida on March 21 and New York Marriott East Side, New York City on March 23.
The roster of presenters is a combination of Synovate speakers , sponsors and diversity market experts. New York presentations will include “Now! The Multicultural Landscape” by Everett R. Hernandez, Jr., “Effective Market Segmentation of the Hispanic Market” by James Starks and “Hispanics and Financial Services” by Claire Braverman from Synovate. Other presenters will discuss: “Vibe and the Birth of Vixen” by Lou Lopez, research director, Vibe magazine; “Moving Hispanic Newspaper Research Forward” by Rossana Rosado, publisher, El Diario La Prensa, and “Cracking The Code to the U.S. Hispanic Market” by David Taggart, general manager and group publisher, Editorial Televisa.
Rossana Rosado, publisher, El Diario La Prensa
Synovate will offer a similar program in Miami including presentations by local experts and sponsors such as “The Power of H – Seven Ways to Understand Hispanic USA” by Jose Cancela, principal, Hispanic USA, “Moving Hispanic Newspaper Research Forward” by Olga Casabona, market research manager, La Opinion and ImpreMedia, “Hispanic Public Relations: A Powerful Tool for Building Your Brand” by Aida Levitan, president and CEO, Levitan & Palencia, “Matching Acculturation to Media” by Alex Alonso, West Coast account director, Multicultural Marketing, Carat.
During the events, Synovate, a global market intelligence and research company, promises newcomers and past attendees fresh insights into the largest minority markets: Hispanics, African-Americans and Asian-Americans. The Report includes an update of Synovate’s acculturation model utilizing social tension to explain movement toward full acculturation.
The Report also shows how the tension-enhanced acculturation model can be integrated with language dominance and media usage to define and reach high potential target markets. In addition to updated demographics and buying power information, the Report analyzes autos, technology products, financial services, health/wellness, leisure/entertainment and shopping trends. New summary sections on young adult markets (ages 18-24) and mature markets (ages 55 and above) examine similarities and differences between ethnic groups. Synovate operates across four continents, in 46 countries and 26 time zones.