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Session
Description:
Are you targeting the ethnic market? Ethnic households are
growing at an exponential rate in the U.S and marketing to
these individuals is increasingly vital. Pamela and Kristen
will provide a rich profile of the behaviors and preferences
of this segment including the ethnic affluent, based on Claritas'
2002 Market Audit survey of consumer financial behaviors.
A national study, the Market Audit contains over 104,000 interviews
with US households in the past four quarters, including 18,745
non-white households. This presentation will describe the
differences in financial product usage among the ethnic market.
This
program is appropriate for senior financial executives with
responsibility for Ethnic Marketing, Consumer Banking, Wealth
Segments, Product Development, Market Research and Strategy
Teams.
Attendance
Fee:
$275.00 plus $50.00 per telephone line used.
About
Kristen Borgman
Kristen Borgman is Claritas’ Consultant for Primary Research.
In this position, Ms. Borgman applies her extensive background
and expertise in primary and syndicated research to the development
and application of Claritas' research endeavors.
Her career with Claritas began in 1997 in Claritas’ Retail,
Restaurant, and Real Estate Group where she managed key client
accounts such as Ace Hardware and Wendy’s. Prior
to joining Claritas, Ms. Borgman was a Merchandise
and Consumer Research Analyst at Walgreens where she conducted
research to test the feasibility of merchandise mix, store
layout changes and new product introductions. She also performed
customer satisfaction studies and new market planning analyses.
Prior to Walgreens, Ms. Borgman worked at Willard Bishop Consulting
as a Marketing Analyst where she conducted category management
research for leading consumer packaged goods manufacturers
and retailers.
Ms. Borgman is located in Claritas' Chicago office. She holds
a Bachelor of Advertising from
the University of Illinois at Champaign-Urbana
and is a member of the Cable & Telecommunications
Association for Marketing (CTAM).
About
Pamela McHugh
Pamela McHugh is Vice President of Primary Research. In this position, Ms. McHugh applies her extensive background
and expertise in primary and syndicated research to the development
and application of Claritas' research endeavors. Her
career with Claritas began in 1998 as Senior Director with
the Media group where she was a consultant for the leading
cable and internet providers including, TCI, Time Warner,
Charter Communications and Road Runner.
Prior to joining Claritas, Ms. McHugh was Associate Director
of the Custom Analytics Group at Information Resources Inc.
where she blended survey research and targetable TV capabilities
as a consultant for Microsoft, General Motors, The Kellogg’s
Company, Univision and other leading advertisers and consumer
packaged goods companies. Ms. McHugh started her career as a Claritas client while she
managed a research department for a privately held consumer
electronics manufacturer where she pioneered the use of geodemographic
information analysis in the industry.
Ms. McHugh is located in Claritas' Chicago office.
She holds a Master
of Arts in Statistics and Research Methodologies from the
University of Illinois at Champaign-Urbana
where she also earned a Bachelor of Arts
in Sociology. She has presented at Claritas' Precision Marketing Conference (PMC) for
the past four years addressing the research of trends in consumer
financial behavior.
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