"We are redoubling our efforts to have an adequate sample size," says Larry Fisher, VP-consumer insights at IRI. "It is within a framework of our 55,000 panel that's currently up and running."
Mr. Fisher notes IRI is making it a priority to increase the number of participants as well as balance them within key metro markets. IRI also is tracking participants by country/region and level of acculturation.
"Our clients are really interested in learning more about Hispanic consumers, not only because they are growing as a group but because they are concentrated," says Mr. Fisher, who adds that households tend to have more members and "if you can win over a consumer from one of those households you have a huge number of consumers underlying that conversion."
Consumer loyalty in the Hispanic market has become legendary, says Mr. Fisher. He cites the example of Colgate toothpaste, No. 1 in the Hispanic market vs. Crest, No. 1 overall.
"There are significant differences in their purchasing patterns. You may have a buyer for life that is really worth recruiting and retaining . . . that's part