HISPANIC MARKETING RESEARCH MADE EASY

MRSI launches ENFOQUE^SM 3-step Solution to Help Marketers Overcome the Challenges of Understanding and Reaching Hispanic Consumers

CINCINNATI, April 13, 2005 - MRSI (Marketing Research Services Inc.), a leading custom marketing research provider, introduces ENFOQUE^SM, a 3-step Hispanic marketing research solution designed to simplify the research process for companies marketing to Hispanics in the United States. As the U.S. Hispanic population and its buying power skyrockets, marketers across industries are scrambling to reach this group. However, conducting effective marketing research among Hispanics can be challenging as marketers learn about this market. ENFOQUE helps marketers overcome the challenges, making it easier to identify, understand, and connect with the 40 million plus Hispanic consumers potentially in their target markets.

ENFOQUE, meaning "focus," is comprised of 3 steps: Discover, Explore, and Grow. It ultimately benefits clients by taking the guesswork out of researching the Hispanic market. ENFOQUE's step-by-step process and MRSI's Hispanic market expertise help clients navigate the challenges of conducting Hispanic research such as understanding how social and cultural influences, acculturation, and other research considerations affect this group and the research results.

Each step uses a customized mix of both quantitative and qualitative research tools. Step one, Discover, focuses on helping clients understand which Hispanic consumers to target. Step two, Explore, determines the best communication and product strategies. Step three, Grow, helps clients measure the impact of marketing initiatives on the Hispanic market and identify ways to further increase market share.

MRSI's Chief Operating Officer, Todd Earhart, comments, "The Hispanic population in the United States has grown tremendously since 1990 and the trend is expected to continue. Marketers recognize the necessity of marketing to this group, but the issue here is: how do we do it? There seems to be a 'fear of the unknown' when it comes to Hispanic marketing, and particularly Hispanic research. MRSI has spent years conducting research among Hispanics and we know how crucial it is to fully understand the nuances of this market when developing Hispanic marketing strategies. Yet often the need to conduct this research, although acknowledged, is ignored because marketers don't know exactly how to go about it. That's where MRSI and ENFOQUE come in."

Miguel Martinez-Baco, MRSI's Vice President of Hispanic Services, adds, "Sure there are other companies out there who offer Hispanic research services, but we take it a step further. By demystifying the process with ENFOQUE, the task of developing a Hispanic research program becomes less daunting. We're saying 'here's a road map of all the steps involved in conducting effective Hispanic research, and you can rely on our Hispanic expertise to guide you along the way.' We offer peace of mind to marketers faced with this new opportunity, and that's invaluable."

MRSI (Marketing Research Services Inc.) has been providing full-service marketing research among the general market since 1973 with proven Hispanic research expertise earned through years of experience across industries such as consumer products, financial services, apparel, utilities, restaurants, and pharmaceuticals. The company consistently ranks in the prestigious "Honomichl Top 50" list of the top research firms in the United States, published annually in the American Marketing Association's Marketing News magazine. MRSI provides custom quantitative and qualitative research solutions for consumer and business-to-business companies. MRSI assists clients in all phases of their research projects, from study design, questionnaire development and data collection, to analysis and reporting.

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