¡Hola! ResearchPAYS(TM) to Deliver Breakthrough in Hispanic Market Research

¡Hola! ResearchPAYS(TM) to Deliver Breakthrough in Hispanic Market Research


Dallas, TX–(HISPANIC PR WIRE)–October 27, 2005–¡Hola! ResearchPAYS(TM), a customized survey platform that provides corporations with verifiable Hispanic Opinion Panelists, (HOPs) and unprecedented access to Hispanic consumers is building the largest Hispanic opinion panel in the country. ¡Hola! ResearchPAYS(TM) announced Sunday, October 23 at the Tuck School of Business Award Reception during the National Minority Supplier Development Council’s annual conference in Dallas, TX, its alliance with the League of United Latin American Citizens, (LULAC).

“¡Hola! ResearchPAYS(TM) plans to become the information conduit that will help corporations and governments collect timely market-preference data on established and emerging Hispanic consumers,” said Tom Kadala, founder and CEO of Alternative Technology Corporation, ATC, and ¡Hola! ResearchPAYS(TM) co-founder. “While Hispanic Americans straddle both worlds, our Hispanic identity and heritage remains strong and very consistent, Hispanic marketing clearly has come of age,” said Kadala.

As a 100% Hispanic strategic partnership, ¡Hola! ResearchPAYS(TM) is powered by partner and co-founder, Alternative Technology Corporation, ATC, a New York-based market research firm and co-founded by ¡Hola! Arkansas Hispanic Media & Publishing Co., a bilingual multimedia organization, in response to the changing Hispanic demographics and their impact on corporate strategies in marketing. — ¡Hola! ResearchPAYSä uses a patent-pending, data collection technology designed by ATC.

Unanimously voted at the most recent LULAC board meeting, ¡Hola! ResearchPAYS(TM) will also become a first-of-its-kind sustainable fund raising source for many of LULAC’s community projects. Companies who are accustomed to allocating special funds for charity will soon have another option for helping Hispanic communities by purchasing more reliable Hispanic market research data while giving back to the LULAC organization and its communities.

“Much of the market research about Hispanics in this country is out dated,” explains National President of LULAC, Hector Flores. “Through more current and reliable data – to be provided by our partnership with ¡Hola! ResearchPAYS(TM), we expect to help corporations across the United States to better communicate with the specific Hispanic markets that they are selling to. As Hispanics in the United States, the fastest-growing minority group, we are increasingly the major driving force behind revenue growth in many consumer product and service markets. Spending targeted to the Hispanic market should be based on real numbers, tastes and likes,” Flores added.

“Our clients can seize new opportunities to make informed and strategic decisions regarding this fast growing powerful market for building customer acquisitions, enhancing retention and cultivate growth in what is becoming a highly competitive market segment. No company can afford to overlook these consumers,” said Maura Lozano-Yancy, president and group publisher of ¡Hola! Arkansas Hispanic Media Publishing Co, and ¡Hola! ResearchPAYS(TM) co-founder.

“Although much has been written about the exploding Hispanic population in the U.S., we’re only now starting to appreciate the true impact this growth and its buying power is having in the marketplace,” said Lozano Yancy.

“I am delighted that two talented business owners who participated in the week-long Tuck/MBDA ‘Building a High-Performing Business’ program for high-potential MBEs have joined forces,” said Paula Graves, program development manager for minority programs at the Tuck School of Business at Dartmouth. “¡Hola! ResearchPAYS(TM) will provide unprecedented access for corporations who wish to market their products and services more effectively to the Hispanic community. We are pleased to have introduced Maura and Tom, and to have produced an environment that encouraged alliances that led to powerful solutions.”

¡Hola! ResearchPAYS(TM) clients will gain controlled access to 100 pre-selected Hispanic panel members from LULAC’s communities and be able to ask them up to 45 questions each. All surveys will be culturally relevant and custom designed for each target and will be bilingual, presented in their language of choice, Spanish or English.

“Corporations spend millions of dollars annually for market research data,” stated Tom Kadala, one of the founders of ¡Hola! ResearchPAYS(TM) and the inventor of the patent-pending process driving the research methodology. “Accurate market preference data on a wide range of Hispanics including recent arrivals is practically non-existent. Most companies don’t have a clue how to sell to Hispanics because the data sold to them is usually out-dated or inappropriately collected.”

¡Hola! ResearchPAYS(TM) automatically integrates LULAC communities nationwide allowing companies to select their panel members from a list of up to 65 variables. Companies can not only obtain meaningful feedback on a recent marketing campaign or product design from their target market, but also explore a wide variety of other demographics for potential markets. “¡Hola! ResearchPAYS(TM) is like having reliable access to the purchasing impulse of every Hispanic culture in the country … without ever having to leave your office!” exclaims Maura Lozano-Yancy. “Every corporation selling or thinking of selling to Hispanics needs reliable and accurate market research data. ¡Hola! ResearchPAYS(TM) should be on the top of their list,” Lozano-Yancy added.

The Hispanic population, 40.4 million, is growing five times faster than the U.S. population as a whole, by 2050, one in four Americans will be of Hispanic descent. Yet, the scope of targeting this surging market segment continues to evolve. Hispanic new and emerging cultural identities boost and baffle marketers. As a consumer block, Hispanics wield $653 billion in purchasing power – a figure that exceeds the gross national product of Canada and one that is expected to jump to more than $1 trillion by 2008.

Interested parties are encouraged to visit our web site for additional information, http://www.Hola-ResearchPAYS.com and http://Hola-MercadeoPAGA.com.

About ATC, Inc.

ATC is a 15-year old New York based firm that offers boutique market research services to Fortune 500 and 1000 companies. As part of its ongoing commitment to identify and service new trends, ATC has recently instituted a research division for diversity marketing applications, which includes Hispanic communities nationwide. For more information, visit ATC, Inc., at http://www.ATCmarketing.com.

About ¡Hola! Arkansas Hispanic Media & Publishing Co.

¡Hola! Arkansas Hispanic Media & Publishing Co., is a Hispanic owned media and publishing organization specializing in the Hispanic and Latino culture, ¡Hola! Arkansas reflects their rapid growth into bilingual multimedia, including print, online, radio, television, events and market research. Founders of ¡Hola! Arkansas, the first and premier bilingual (Spanish-English) newspaper in Arkansas since October of 2000. For more information, visit ¡Hola! Arkansas Online at http://www.Hola-Arkansas.com.


The League of United Latin American Citizens (LULAC) is the oldest and largest Latino civil rights organization in the United States. LULAC advances the economic condition, educational attainment, political influence, health, and civil rights of Hispanic Americans through community-based programs operating at more than 700 LULAC councils nationwide. For more information, visit LULAC on line at http://www.LULAC.org.

NOTE TO EDITORS: A high-resolution image is available at: http://www.hispanicprwire.com/index_in.php

¡Hola! ResearchPAYS(TM) to Deliver Breakthrough in Hispanic Market Research