SAN FRANCISCO, CA -- (MARKET WIRE) -- 12/13/05 -- To better understand today's U.S. Hispanic population, opinions and purchasing behavior, MarketTools, Inc. announced a new Hispanic-focused research service called Hispanic Reach(TM) available to the market today. MarketTools, the leading innovator of online marketing research, is the only company to deliver an optimized research product that reaches the largest representative U.S. Hispanic purchasing audience in a more cost-effective and timely manner.

According to the U.S. Census Bureau in 2002, Hispanics are the fastest growing segment in the U.S., growing 61% from 21.9 million people to 35.3 million people from 1990-2003. Currently Hispanics comprise 12.5% of the U.S. population and are projected to reach 24% by 2050. They also represent an estimated $600 billion in buying power which is expected to grow to $1 trillion by 2007, according to the Direct Market Association (DMA) 2005 Hispanic Market Report. However despite this rapid growth, it remains challenging for market researchers to gain a representative picture of the multi-segmented population and their unique brand preferences due to varying degrees of acculturation and difficulties in capturing survey data in offline and online formats.

Hispanic Reach optimally blends online and offline respondents, from both acculturated and unacculturated Hispanic populations, to quickly and economically provide insights to market researchers. The 100,000-plus member U.S. Hispanic online panel, with flexible options such as a choice of acculturation segments, allows marketing professionals to more accurately capture behaviors, attitudes and responses to better understand U.S. Hispanic consumers.

"We're already seeing that the growth and diversity of the U.S. Hispanic market is creating more interesting opportunities and challenges for market researchers, but very few services can deliver valuable information quickly and affordably," said Joan Lewis, Manager - CMK Global Operations, Procter & Gamble. "A blended research product that captures the benefits of online research with traditional research methods would help us better cater to the Hispanic consumer market."

About Hispanic Reach

Hispanic Reach, a market insights solution that leverages a subset of MarketTools' two-million-plus ZoomPanel(TM), offers a highly representative picture of Hispanic-Americans' behaviors and opinions, and optimally blends online and offline respondents to quickly and economically provide actionable insights. By conducting the majority of the research online, Hispanic Reach harnesses the speed and time savings of the Internet while capturing the diverse opinions of the varied acculturation segments in the U.S. Hispanic population. In addition to saving time and money, MarketTools' technology-based methodologies reduce the amount of interviewer bias, while allowing enough support for the less computer-savvy respondents to provide their unbiased opinions. For more information, visit http://www.markettools.com/solutions/sample/hispanic_reach.html.

"As the Hispanic population and other multi-cultural populations grow and diversify, our customers will need to keep abreast of their evolving needs, attitudes and opinions," said Amal Johnson, CEO of MarketTools. "By helping our clients reach the largest representative U.S. Hispanic audience, we provide them with the best possible research conclusions to make smarter business decisions."

About MarketTools

MarketTools is the leading innovator of online marketing research. MarketTools combines the premier technology platform for data collection, reporting and analysis; industry-leading research expertise; and a best-in-class panel of over two million individuals worldwide to deliver deeper market understanding and interactive insight. The company provides a full spectrum of high-quality, highly accessible market research capabilities to leading businesses and organizations worldwide. Through Zoomerang(TM), the company offers the leading self-service platform for online research. MarketTools' solutions have empowered more than 400 of the Fortune 500 with faster, richer access to valuable market knowledge, helping them make critical business decisions with confidence. Learn more at www.markettools.com and www.zoomerang.com.

MarketTools Media Contact:
Rebekah Mitchell Communications
Rebekah Mitchell
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