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“Immigrant's Fortunes, Lower Prices and the “Right Moderator” - Insights #5

•  For the first time in three decades, the fortunes of California's immigrants have improved, according to a University of Southern California study. Fewer immigrants have come to California at or below the poverty line, and poverty levels among California's foreign-born have dropped after three decades of increases, according to data from the last four censuses. While Hispanics as a whole have buying power in the hundreds of billions of dollars, this trend will likely increase that consumer power. Most significant among the report's findings: New immigrants arrived with lower levels of poverty for the first time since 1970. Poverty among recent immigrants grew from 17.7 percent in 1970 to 24.7 percent in 1980 and 27.5 percent in 1990. But by 2000, it declined to 26.2 percent. The poverty of California's total foreign-born population also turned downward in 2000, after three decades of increases.

•  Interestingly, the USC study also found the immigrant population flow is shifting away from California to other cities including Atlanta and Las Vegas, which currently lead as the fastest growing immigrant cities. “What was most surprising was how sharply the flow of new immigrants has shifted away from California, after decades of growing concentration,” said Dowell Myers, a professor in the USC School of Policy, Planning, and Development and the study's lead author. The findings have national significance according the USC . “California's immigration experience is a precursor for much of the nation,” Myers said. “The post-1970 immigration wave hit California first and crested here first, illustrating many of the problems and benefits stemming from immigration.”

•  A large percentage of Hispanics and African Americans indicate they will buy at any outlet with the lower price. We've seen repeated data that both groups were visiting a national chain to comparison shop, but then buying at other outlets. So, it is important to not only gauge store traffic or A&U visit claims, it is most crucial to measure where they eventually bought. Don't let your outlet be the comparison point then letting the customer get away without a purchase. If they have awareness of your outlet and will take the time to visit, you need pricing, marketing and communications, which will entice them to buy there at a competitive price. There is more to advertising and marketing than driving store traffic – you have to make the sale.

•  Focus groups are important in any research plan. A lot of thought needs to go into planning when it comes to who your moderator will be. It happens again and again that an age, gender, a culture specific moderator is not used for whatever reason. For example, Hispanic men talking about liquor will not likely open up to a woman as they would a male moderator. And, do you really want a male moderator speaking with women about feminine products. The obvious is not always so obvious to some people. A little thought will go a long way into getting the right moderator for the job when it comes to qualitative research.

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