While some view Hispanics, or Latinos, as a single group, this misconception can reduce the effectiveness of research insights. Different segments of Hispanic consumers exhibit separate and distinct behaviors, including how they engage with brands. Addressing these various subgroups appropriately is instrumental in ensuring authentic understanding of Hispanic consumers. While Hispanics self-identify as an ethnolinguistic group, they vary in country of origin, race, religion, culture, and degree
Authentic, innovative research shows us how products fit into the consumers’ lives and what those products mean to them. Understanding the US-Hispanic family relation is a way to see who they are; in turn US companies can seize new market opportunities.
Much has been written about the advantages to taking a psychological approach to qualitative market research. As well, there are many companies out there who specialize in “ethnic” market research. But what happens when the two intersect?
With the Hispanic population growing in size and strength, their numbers could help determine the success or failure of a brand. The best way to tap into this rapidly growing and lucrative market is to ensure that all products, services, and promotional materials have been fully localized for Hispanic consumption.
Voter turnout among Latinos has increased but is still not close to that of other groups. The main problem affecting Latino participation in U.S. politics is rooted on social indifference and political apathy. This article explores the reasons behind this Latino indifference and demonstrates how successes in Latino political leadership are driving Hispanics to finally engage in the U.S. social and political arena.
"Proven" survey methods for general market studies may yield invalid research data when used on the Latino population. This article describes survey research methodologies and questionaire design that will more effectively obtain the Latino opinion.
Latinos prefer to interact at an emotional or spiritual level. How does this communication style work in the digital world of social networking? This article examines this topic and proposes ideas for effective online market research in the Latino population.
Cathy Harrison, Senior Project Manager, Chadwick Martin Bailey, Inc.
Recent controversy stirred by the use of an outdated demographic term by the US Census Bureau reminds us to constantly reevaluate our surveys. This article shares tips on keeping your questionaires relevant and accurate.