How To Conduct Market Research With Hispanics

Related Articles

There are 49 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

A complete recipe

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.

From cautious acceptors to Web embracers

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.

Trade Talk: Survey segments U.S. Hispanic market

This article details some results of a recent survey by Strategic Directions Group of the U.S. Hispanic market.

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

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.

Long-term need, short-term fix

Multicultural marketing is a long-term project that’s typically looked at from a short-term perspective. This article discusses using research to solve this paradox of multicultural marketing.

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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.

A revised paradigm for Hispanic acculturation

To effectively understand Hispanic consumers, you must go beyond language and incorporate a range of cultural influences, the authors argue.

Conducting ethnographic research with Hispanic consumers

Through tips and a case study example, the authors explain the value of using ethnographic research methods to better understand the Hispanic market.

Data Use: Reconciling Hispanic product evaluation ratings

This article looks at a method for measuring the cultural component imbedded in Hispanic product ratings and how to combine survey data from Hispanics and non-Hispanics.

Cultural insights in clothes: three ways to understand Latino culture through the way Latinas dress

Latina women hold themselves to a different social code than traditional American women, and what they wear and how they present themselves can provide researchers with deeper insights into Hispanic culture and the consumer.

Data Use: Culture-based scale response bias among Hispanics

The author reports on findings from a test of six studies to examine scale usage by Hispanic respondents.

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