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Press Release
Contact: Roy Eduardo Kokoyachuk, Executive Vice President
Garcia Research
818.566.7722 x102
Date: 17 July 2006
Garcia Research Tests its 400th Hispanic
Television Ad
Garcia Research is proud to announce that it has recently
fielded its 400th Spanish language commercial copy-test through
its ASÍ ES copy-testing method. ASÍ ES is an equal
joint-venture with IPSOS-ASI currently in its ninth year of
operation.
“Reaching the 400 mark is significant because it gives
our normative database greater predictive ability in determining
which ads truly exceed average performance levels” said
Roy Eduardo Kokoyachuk, Executive Vice President at Garcia Research.
“Hispanics are generally overly positive in their answers
to research questions so it’s important to have established
norms to discern between ads that were reported as liked and
those that broke through and truly connected with their audience”
said Mr. Kokoyachuk. The ASI-Es copy-testing method currently
has established norms in most consumer goods categories as well
as extensive test data in other areas such as financial services
and healthcare.
Through Garcia Research’s partnership with Ipsos-ASI
they are able to provide world class customer service and data-analysis
along with close-to-the-ground Hispanic expertise. Study participants
are drawn via RDD and Hispanic Surname phone recruiting from
54 markets across the U.S. and mirror the Census numbers for
the Hispanic population’s distribution across the country.
Garcia Research Associates, Inc., now in its 16th year of operation,
is a Hispanic owned and operated firm that specializes in researching
the expanding Hispanic community. The firm has extensive experience
in qualitative and quantitative research and has its own in-house
data collection service, CATI programming and data processing,
as well as in-house qualitative recruiting. They’ve recently
leveraged their Hispanic market knowledge to launch El Pulso
Latino, a political polling and public policy research division.
For further information, please contact Roy Eduardo Kokoyachuk
at 818 566 7722 x102 or visit www.garciaresearch.com.
