BURBANK : Firm Puts the Focus on Hispanic Market
The key to successful global marketing is to first understand ethnic communities at home--at least that’s the way Carlos E. Garcia sees things.
“When we learn how to deal with different cultures right here, it will make looking across other borders much easier,” Garcia said. “That’s one of the biggest hidden benefits of dealing with a Hispanic market.”
Garcia should know. He’s the president of Garcia Research Associates, a full service marketing research firm located in Burbank.
Founded four years ago, Garcia Research has found that there is a definite need for the company’s services in Southern California and nationwide.
As more and more businesses “wake up and see what was always there: a vibrant and growing Hispanic market,” they are turning to companies like Garcia Research for help in understanding that market, Garcia said.
The company conducts focus groups, does creative concept testing, one-on-one interviews, quantitative surveys, attitude and usage studies and helps clients determine the effectiveness of advertisements.
Over the years, the company has developed a local and national clientele that includes companies such as Kodak and Mission Foods, said Vice President Alejandro Ramirez.
The task of running focus groups and phone interviews will be a lot easier thanks to a motion passed by the Burbank Redevelopment Agency.
The agency recently approved a $20,000 building rehabilitation loan that will enable the firm to create a focus facility, where people will gather to test and comment on products, and a center to conduct interviews. The company intends to hire 50 part-time employees who will conduct interviews.
The climate for businesses in Burbank has been a welcome change for the company, Garcia said.
Last December, Garcia Research moved to Burbank from North Hollywood to escape Los Angeles’ “punitive and unreasonable business tax.”
“Burbank has a much more favorable business environment,” Garcia said. “We moved here before we knew about the possibility of rehabilitation loans. That was a pleasant surprise.”
Robert M. Tague, assistant executive director of the Burbank Redevelopment Agency recommended that the agency approve the loan agreement, arguing that the city would receive 50 new jobs if the company expanded. The agreement is consistent with the aims of the city’s Economic Incentive Zone, which assists small businesses that wish to move to and expand in Burbank, Tague wrote in a report to the city manager.
