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New Latino Voice by FIU

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Insight 

The Florida International University wanted to know the opinion of US Hispanics about the Presidential Election. Because with the number of Hispanic voters in the US topping 27 million this year – and immigration playing a pivotal role in the national debate – the impact of this rapidly growing demographic on the 2016 election is expected to be decisive. 

The University wanted to collect large amounts of accurate information efficiently, inexpensively and in record time.   

The FIU knew that mobile holds the key to reaching US Hispanics at scale. Compared to other ethnic groups, Hispanics over-index in smartphone ownership as well as mobile web and app usage, which leads to unusually high levels of poll participation on mobile devices.  

Strategy 

Adsmovil implemented a strategy to get a sense of what latinos, nationwide, are thinking about concrete issues, and at the same time, it wanted to measure in a very focalised way how latinos are thinking in a very specific area of a particular state. 

To find the survey’s highly qualified targets, it used various strategies of segmentation. It began by using geo-location technology to target US Hispanic citizens only. Adsmovil aimed the campaign at smartphones and tablets, and only in key states, such as Nevada and Florida. It asked participants for their gender, age and education level. 

Execution 

In a quick, simple mobile poll that used geo-location technology, it asked Hispanic Americans, questions like this: If elections were held right now, for whom would you vote? 

Once a person had responded, the poll asked: What is the most critical issue facing the United States of America? 

After respondents voted, they saw early results, so they could see how their opinion matched up with their peers.  

Adsmovil could access people wherever they are through geo-location. The technology allowed it to avoid problems like, the Area Code – for example, imight have a person who has an area code from Los Angeles but who lives in Miami Florida, so when it asked this question and used geo-location it got a much more targeted sample, based on location. 

Results 

The campaign exceeded its objectives. Using geo-location and the latest digital marketing techniques, the first poll reached more than 9,000 US Hispanics on their mobile phones. 

The results paralleled the average results of similar polls, which validated the methodology. 

A number of important US press outlets reported on the results, including LatinoUSA and the Huffington Post, and Professor Gamarra talked about the poll on National Public Radio.  

The technology enabled FIU to collect large amounts of accurate information efficiently and inexpensively — and in record time.  

“Our experience at the Florida International University has been extraordinary. Over the course of seven weeks, we’ve been able to poll over 200,000 Latinos - something that would have taken us probably years to get to that sample size. So I would highly recommend it, but most importantly, I think it is the way for the future… And as technology improves, I think you’re going to see increasingly major research companies moving more in this kind of direction” - Eduardo Gamarra from FIU, said to the Huffington Post during an interview. 

Have Your Say

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Brand:
The Florida International University
Category:
Government/Public Sector
Region:
United States
date:
March - June 2016
Agency:
Adsmovil
Media Channel:
Mobile
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