Added Value Cheskin launches insight & innovation platform for Hispanic research

9 May, 2012


SAN FRANCISCO — Added Value Cheskin, a brand development and marketing insight consultancy that specializes in multicultural work, has announced that its online insight and innovation platform AV-id™ is fully operational for use in the U.S. Hispanic market.

According to Miguel Gomez Winebrenner, who co-leads the Hispanic Practice, this launch is a “direct response to the growing demands for a cost-effective platform that provides deep and ongoing qualitative insights.” AV-id™ projects are led by our experienced team of multi-cultural moderators, and can run for one week to more than a month, depending on the type and quantity of insights needed.

While AV-id™ has Spanish language capabilities and can be used with Hispanics of all acculturation levels, Mr. Gomez Winebrenner underscores that it is most effective with U.S. Dominants, Biculturals and Youth. “There is no doubt that Hispanics – of all levels of acculturation – are getting online at a fast pace. However, at this point in time the unacculturated segment of the market is still under-represented, as such we need to take care to ensure that as technology evolves, we continue to capture insights from this large and important market.”

As a result, Added Value will offer AV-id™ in tandem with other qualitative tools to account for the opinions of offline unacculturated Hispanics. For more information, contact or

About Added Value
Added Value,, provides consultancy on brand development and marketing insight for iconic brands, both big and small, around the world. They help solve clients' central marketing questions about market, equity, positioning, innovation and communications.

Many clients are Fortune 500 companies, such as AT&T, Microsoft, Ford, HSBC, Allianz, and P&G, but they work with start-ups and challenger brands too.

The company has 23 offices in 14 countries, yet their experience spreads across 150 markets worldwide and across all industry sectors.

Added Value operates under the business names Added Value, Icon Added Value, Oracle Added Value, Added Value Cheskin, Added Value Saffron Hill and AV-Stratosfera.

Added Value Cheskin is based in Silicon Valley and has particular expertise in Intercultural work and the Technology sector.

Added Value is now one of the largest operations within WPP's Kantar division, a wholly-owned subsidiary of WPP plc. WPP is the world leader in marketing communications services, employing 158,000 people (including associates) in 2,500 offices in 107 countries. For more information, visit

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