Industry Problem:

For years corporations have been selling to consumers using the same marketing message for every buyer.  Today that approach is losing traction from a much more diversified consumer base that has less in common than ever before.  Corporations looking to attract these consumers are struggling to find reliable answers to many basic marketing questions, for example:

• How to increase market share among minority consumers?
• How to drive product demand among minority consumers?
• How to gain a better understanding about minority consumers?
• How to effectively speak to minority consumers?

Our Winning Solution:

Our approach to addressing the growing minority consumer population places a stronger emphasis on market segmentation.  We recognize that consumers are influenced by a number of outside cultural factors including their country of origin, education, and religion.  For the most part many of these consumers live in tightly woven communities where brand loyalties tend to be less predictable. 

To collect reliable market research data from a multi-cultural consumer base, companies need to speak directly with their buyers on a regular basis.  To that end we have developed a patent-pending process called ResearchPAYS® that uses existing corporate resources to properly measure and evaluate minority-based communities.

ResearchPAYS® helps corporations manage their financial commitments to non-profit organizations the same way they would treat an investment portfolio.  By using primary market research data to establish benchmarks, corporations can manage their list of non-profit organizations based on their respective contribution to sales.

Many corporations address their community marketing requirements from two separate departments, namely, the foundation arm and the marketing department.  Working independent of each other, the true impact on sales from the minority community is difficult to measure accurately.  At ResearchPAYS, Inc. we have refined a monitoring process by integrating the efforts of a corporation’s foundation arm, responsible for donating funds to communities, and their marketing department, which provides guidance for selling more effectively to these same communities.

We believe that the coordinated effect between both departments can deliver significant financial benefits to a corporation seeking to enter or improve its current status within a community.  Marketing departments can rely on more customized and accurate data while exceeding the corporation’s donation objectives.  In contrast, non-profits served by ResearchPAYS® receive a viable tool for sustainable fund raising at both the National and Local levels. 

For a flow chart display of the ResearchPAYS® approach as it would apply to Hispanic markets, please click here.