Expertise

Ethnic consumers represent one of the most viable growing consumer opportunities today. Together, U.S. ethnic populations grew from roughly one-quarter of the total U.S. population to nearly one-third during the decade of the nineties. According to the University of Georgia's Selig Center for Economic Growth, the combined aggregate spending of these groups in 2004 has been estimated at $1.7 trillion---larger than the GDPs of most of the world's largest nations.

New American Dimensions has developed unique tools to help our partners betterunderstand the hearts and minds, the motivations and drivers, the aspirations and concerns of multicultural consumers.

Whether it’s conducting traditional or cutting-edge research, New American Dimensions takes a custom approach to every project. We help you get beyond the numbers and uncover why people behave as they do, shop where they shop, and buy what they buy.

We do this by offering a cadre of experienced moderators who represent the demographics, languages, and sensibilities of today’s multicultural consumers. Among our capabilities are:

  • Innovation and New Product Research
  • Holistic “Deep-Dives”
  • Online communities
  • Branding and Naming Research
  • Advertising Testing and Refinement
  • New Idea and Concept Development and Refinement
  • Customer Experience and Satisfaction
  • New Product Development
  • Semiotics
  • Go-to-Market

Some of the preferred approaches in our qualitative toolbox include:

  • Focus Groups, Dyads and Triads
  • In-Depth Interviews
  • In-home and Out-of-Home Ethnographies
  • Videography
  • Panel Development
  • Webcam Interviews
  • Online Bulletin Boards
  • Social Media
  • Mystery Shopping

New American Dimensions is the leader of specialized quantitative research for some of America’s most successful brands across a range of product and service categories. We're experienced in analyzing a broad spectrum of multicultural markets and developing proprietary measurement and custom tools.

Our core quantitative research capabilities include:

  • Benchmarking and Tracking
  • Message Development
  • Market Segmentation
  • Brand Identity and Positioning
  • Creative Development and Advertising Testing
  • Product Concept and Testing
  • Customer and Employee Satisfaction and Loyalty Measurement
  • Market Sizing
  • Media Research
  • Price-Point Research
  • Demand Forecasting
  • Panel Recruitment
  • ROI Research
  • Advanced Analytics and Modeling:
    • Conjoint/Choice
    • Maximum Difference Scaling.
    • Perceptual Mapping and GAP
    • Factor and Cluster
    • Latent Class
 

In terms of methodologies, we have the knowledge and experience to help you determine which approach best matches your needs with the methodology best suited to reach particular multicultural segments. These include:

  • In-person Intercept Interviews with Tablets
  • Web-based Online
  • Mobile
  • Door-to-Door
  • Telephone
  • In-store or On-site
  • Dial Testing and Perception Analysis
  • Hybrid