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A complete recipe

Issue
April 2004
Author
Diego Bonardi
Abstract
It’s not enough for ads targeting the Hispanic market to simply have Hispanic faces or content in them. They must be part of an overall strategy and follow guidelines, which the author explains in detail, such as tell a simple story, educate the U.S. Hispanic audience, and communicate and repeat only one or two key benefits.

Acculturation vs. assimilation among U.S. Hispanics: e-mail self-reports

Issue
November 1999
Author
Felipe Korzenny
Abstract
U.S. marketers struggle to understand the U.S. Hispanic market. This article presents and discusses the results of an e-mail survey conducted with U.S. Hispanics, the goal of which is to understand key issues in the process by which U.S. Hispanics adapt to U.S. culture.

Acculturation, value orientation and media usage in the U.S. Hispanic market

Issue
April 1997
Author
M. Isabel Valdes
Abstract
The tremendous growth in the U.S. Hispanic market in the past 20 years is expected to continue. To target this lucrative market - the wealthiest in the Latin American world - companies will need research. This article presents a language-based segmentation developed by Hispanic Market Connections Inc.

Acculturation: conceptualization and measurement

Issue
April 1998
Authors
Felipe Korzenny and Rebecca Abravanel
Abstract
Market researchers are frequently asked about the assimilation of Hispanics into the U.S. culture and if Hispanics are becoming part of the general market, a question that deserves careful consideration. This article discusses the conceptualization and measurement of acculturation.

Addressing many, speaking to one

Issue
June 2003
Authors
Steve Appel and Barbara Bird
Abstract
AIDS Institute used focus groups and Perception Analyzers in its development of a multimedia campaign to convince more women to get prenatal care.

Avoiding pitfalls in conducting Hispanic focus groups

Issue
December 2000
Author
Jim Loretta
Abstract
If you are seriously looking to expand your bottom line, the Hispanic market is probably a good bet. This article discusses conducting qualitative research in the Hispanic market. Specifically, the author addresses three critical areas research must address in order to succeed in Hispanic qualitative or focus group research: screening, recruiting and moderating.

Beyond the usual

Issue
April 2004
Author
Claire Rose
Abstract
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.

Bilingual, bicultural and more

Issue
June 2005
Author
Mary Baroutakis
Abstract
The author profiles Hispanic teens, based on her experience researching them, and offers their outlooks on food, language, media and technology.

Community-based methods for multicultural research

Issue
January 1994
Authors
Sharon Wolf, Debra Griffith, P. Rafael Hernandez, Kathryn Kuo and Hy Mariampolski
Abstract
Conventional qualitative research methods often do not work effectively with ethnic research studies. This article discusses community-based methods as a valuable alternative for conducting research with different ethnic groups.

Consider your audience

Issue
July 2001
Author
J.P. Theberge
Abstract
DeCompras.com used qualitative research with Hispanic consumers in the United States to help with Web site development and improve sales.

Cultural adaptation of research procedures and instruments in Hispanic and other cultures

Issue
January 1994
Authors
Felipe Korzenny and Betty Ann Korzenny
Abstract
There are many perils lurking in the shadows of cultural diversity for the unaware researcher. The researcher must be able to adapt instruments and procedures to the cultural groups being researched. This article discusses cultural relevance and adaptation, noting the difference between a cultural interpreter and a translator.

Dreams and obstacles

Issue
April 2002
Author
Theresa Gubler
Abstract
Marketers cannot ignore the fact that 34 million Latinos call the United States home. This article discusses what was learned through the research study “Dreams & Obstacles, Understanding Latinas.”

Dynamic travel trends in new markets: Asians and Latinos

Issue
January 1994
Author
Andrew Erlich
Abstract
We are living in an exciting in-between time of profound demographic and cultural change. This article discusses Asian and Latino travel trends and how this change is an opportunity for market researchers to explore new avenues domestically and internationally.

Establishing a bond

Issue
April 2002
Author
Felipe Korzenny
Abstract
Marketing to culturally-diverse targets is a discipline that has grown in sophistication during the past 20 years in the United States. This article discusses Spanish-language marketing and marketing research, noting how understanding the role of language will aid the practitioner in establishing an emotional bond.

Fed up with focus groups?

Issue
December 2004
Author
Mark Cooper
Abstract
Citing examples from museums to Hispanic women shoppers, the author explores how ethnography can uncover insights that other forms of qualitative can’t.

* Firms are going multi-platform to get their messages out to multicultural youth

Issue
April 2010
Author
Amy Henry
Abstract
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.

From cautious acceptors to Web embracers

Issue
November 2003
Author
Everett Hernandez
Abstract
TNS Market Development recently completed a research project to discover how Latin Americans feel about using the Internet, and their hopes and concerns for this powerful technology. This article details the study and its results.

Hispanic buying power

Issue
April 1998
Author
Ricardo A. Lopez
Abstract
While buying power is a measure used to decide whether to market to a particular group, talking about buying power for the Hispanic market as a whole is improper because of the variance within the market. This article explores the actual buying power of the Hispanic market segments and the differences in what Latinos buy with their buying power as compared to the general market.

Hispanic cool

Issue
April 2001
Author
Horacio Segal
Abstract
For many decades, Hispanics in the United States have felt rejected by the mainstream because of their appearance, lifestyle and language. This article discusses how Hispanics are starting to feel that they don’t have to be ashamed of who they are and where they came from, and that they are seeing that many Hispanic customs, like food and music, are becoming cool for the general market. The article also examines what this change means to market researchers.

Hispanic marketing Q&A

Issue
April 2004
Author
Felipe Korzenny
Abstract
The author presents, in question-and-answer style, an examination of a number of issues related to Hispanic marketing, including how Hispanic consumers experience grocery shopping, the effectiveness of a culture-specific communication approach, and the role of corporate responsibility in Hispanic marketing.

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