DIESTE OFFERS NEW HISPANIC RESEARCH

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A Hispanic ad agency is using a new research tool that creates a wide-ranging model for the fast-growing ethnic market.

GeoHit, or Hispanic Intensive Targeting, will gauge Hispanic consumer habits by combining existing census information with geodemographic data from Geo-scape International, Boca Raton, Fla., and Market Segment Research & Consulting, Coral Gables, as well as marketing information from Dieste & Partners, Dallas.

While similar applications are widely used for the general market, this represents one of the first such uses for Hispanic research and marketing, said Warren Harmel, managing partner with Dieste.

The result will be a research program to help companies target their marketing efforts geographically around retail outlets.

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