U.S. Census Bureau
Focus Group Research for Decennial Recruiting Advertising Among Hispanics and Asians
Project Goal
The US Census Bureau contracted with The Media Network, Inc. to conduct focus groups on effective recruitment advertising messages and media placement to attract more Hispanic and Asian applicants to census jobs. The Decennial Recruiting Branch of the Census Bureau had the task of attracting decennial job applicants who reflect the demographic make-up of the local communities in which they will work.
Our Services
A total of 14 focus groups were held in four cities across the country with participants of Hispanic, Vietnamese, Chinese, Korean and Filipino ethnicities. Focus group participants were members of each racial/ethnic community, residents of metropolitan areas and potential Census enumerator applicants. There were 7 to 12 participants in each group. There was a mix of US and foreign born participants in each group. Past ads, specific to each ethnicity and wider larger group and multicultural ads were used as sample ads to generate discussion. TMN created the moderator’s guide, conducted the groups (all in English) and prepared the final comprehensive report outlining results and recommendations for messages that resonated most with each group or across groups. Hispanic groups were conducted separately for Mexican, Salvadoran, Puerto Rican and Cubans. Differences and commonalities across groups were reported. TMN also recommended optimal media or community outlet placement for advertisements to reach each target audience effectively.
Accomplishments
The US Census Bureau will share the research findings and recommendations internally as they prepare for the 2008 Dress Rehearsal, and externally as they hire contractors for workforce recruitment advertising for the upcoming Census.
