How To Conduct Market Research With Hispanics

We've grouped together all the information our site contains on market research with Hispanics to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Firms are going multi-platform to get their messages out to multicultural youth: Using examples from brands like Hot Pockets, McDonald’s and Dr. Pepper, the author shows how some marketers are seizing on Web- and mobile-based methods to target Hispanic and African-American youths.
How to boost your multicultural intelligence: David Morse offers several ways - many of them free - for firms to increase their knowledge of and familiarity with the needs and buying habits of multicultural consumers.
Latinos are going cellular. Can we?: The industry faces a number of obstacles in attempting to conduct cell phone research with Latino consumers. Despite these hurdles, the decline in landline phone usage may force researchers to develop cell phone-based research programs to keep a growing and important market segment accessible for research.
Marketers need a special approach when targeting Latino youth: Reaching Latino youth with marketing messages requires a degree of nuance, for while they respond well to some traditional cultural elements, others don’t have an impact. The author argues for an approach that recognizes and reflects the blended nature of their bicultural, bilingual lifestyles.
The multicultural world of social media marketing: The authors present findings from a survey of social media usage among ethnic groups and argue that as these outlets become more and more a part of multicultural consumers’ lives, companies that incorporate them into their marketing plans will earn the loyalty of these segments.

See more articles on this topic

There are 46 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Beyond the usual: With so many distinct segments (due to differences in age, country of origin, acculturation and language, etc.), the Hispanic market requires a host of different research techniques. In some instances, for example, online research can work. In others, on-the-street intercepts are called for.
Addressing many, speaking to one: AIDS Institute used focus groups and Perception Analyzers in its development of a multimedia campaign to convince more women to get prenatal care.
You need a creative approach: Before implementing its actual study, Avon conducted a pilot study to learn how to overcome some of the cultural barriers when involving the Hispanic population. This article summarizes the pilot study’s results, providing guidelines for screening and interviewing, study location and timing, questionnaire construction and incentive structures.
Unleash the power of the Hispanic market by avoiding these pitfalls: Marketers encounter numerous pitfalls when advertising to the Hispanic market. This article addresses three pitfalls the author sees as most frequent: overusing Hispanic traits, cloning the general market and inordinate caution.
Projective techniques: Do they work in the Hispanic market?: Projective techniques can be productive tools in qualitative research. Using case studies, this article discusses use of projective techniques in the Hispanic market.