AHAA Annual Conference | Peter Roslow
is President of Roslow Research Group and author of A Guide To Building Market Dominance – Case Histories in Hispanic Marketing.
Roslow Research Group (RRG) is a full-service research and consulting firm serving the Hispanic marketing and media industries in the U.S. and Latin America. RRG clients include McDonald’s, Nestlé USA, Tampico, JPMorgan Chase, Remy-Cointreau (for cognac, champagne, rum and other categories), Denny’s, Century 21, Hertz, Liberty Mutual Group, CVS, Metris Companies (credit card issuer), Vista Magazine and The Tribune Company.
RRG was founded in 1984. Peter joined the firm in 1993, after tenures at Telemundo (as Vice Presi¬dent, Research) and Univision Tele¬vision Group (VP, Sales and Marketing). Joining Telemundo at its birth, Peter built their research department and helped develop a number of syndicated re¬search services for the Hispanic market; in¬cluding the Nielsen Hispanic rat¬ings service, the Sim-mons Hispanic service and an in-store scanner-based tracking service via In-formation Resources (IRI).
From 1983 to 1987, Peter was the Managing Director of In¬formation & Analysis, Inc. (I&A), a research and consulting firm that specialized in broadcast & cable research and Hispanic marketing research.
Peter started in the research business in 1971 (no, it’s not a typo!) at The Pulse Inc.; and from 1978 to 1983 was a Senior Vice President at Strategy Research Corp. He is an active proponent of advancing the Hispanic research state-of-the-art, has had articles and research papers published in a variety of aca¬demic and professional journals, and has consulted for a number of public and private organizations.
Account Planning Workshop (Concurrent Workshops)
Wednesday, October 13
3:15 p.m.- 4:15p.m.
Attitudes toward Arbitron Data Collection Procedures among Hispanics in “Emerging" Markets
How can marketers and media researchers improve survey participation
rates among Hispanics? For Arbitron audience measurement studies –
indeed, for all types of survey research – getting Hispanics to
participate poses special challenges. This presentation will focus on
highlights from a recent research project that explored major barriers
affecting survey cooperation from Latinos; with an eye toward applying
the learnings to testing potential revisions to Arbitron procedures and
materials in an effort to improve survey response from the Hispanic
segment of the audience.
One of the key discussion areas focused on issues of immigration and the impact this might have on survey response rates.
An important component of the project involved soliciting feedback
from Hispanics in “emerging” Hispanic markets across the country. Four
market areas were selected for inclusion: Boise, ID, Bridgeport, CT, Ft.
Myers, FL. and Tucson, AZ.
Presenters: Ed Cohen, Vice President – Research Policy and Communications, Arbitron, Inc.
Peter Roslow, President, Roslow Research Group