We recently published the 2011 Temkin Experience Ratings which examines how 6,000 US consumers view their recent experiences with 143 companies. We further analyzed the feedback from consumers based on their self-reported ethnicity and here’s what we found:
- African Americans give companies the highest experience ratings in eight of the 12 industries
- Hispanics give companies the lowest ratings in seven of the 12 industries
- The largest ethnic gaps, 11%, are with health plans (African Americans/Hispanics) and investment firms (Caucasians/Hispanics)
I will be posting about other demographic segments and also about our analysis of the Temkin Loyalty Ratings data. If you want to get access to the data, go to the Temkin Ratings website.
Research note: There is a known bias in this type of research on Hispanics; it does not include responses from non English speaking consumers and likely underweights those consumers that use English as a secondary language.
The bottom line: It’s important to know your target customer segments