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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.

Related Articles

There are 74 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Stroh's Hispanic research 'Is Spoken Here'
Beer company Stroh's tested three Spanish-language television ads to tap into the Hispanic marketplace. Telephone surveys were used with Spanish-speaking interviewers to achieve the best results.
Hispanic telephone research or waiting for Godot to call
This article explores whether telephone or door-to-door research methodologies are more accurate when conducting marketing research to reach Hispanic consumers. The author states that choosing a telephone method ignores much of the unassimilated population, potentially skewing the results of a study.
Avon researchers find that normal rules don't apply when testing among Hispanic women
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.
Psycho-socio-cultural Hispanic research
Psycho-socio-cultural research is considers psychological, sociological and cultural theory when addressing market problems across cultures. It merges what is known about people, societies and cultures with empirically-gathered data about specific attitudes, behaviors and beliefs. This article addresses the importance of considering psycho-sociocultural variables in the design and interpretation of quantitative and qualitative research involving Hispanic groups.
Pros and cons of telephone vs. door-to-door interviewing of Hispanics
The growing interest in niche marketing means more advertisers are concerned about the Hispanic market. Based upon a firm’s two decades of interviewing Hispanics, this article discusses the pros and cons of telephone vs. door-to-door interviewing of this group.

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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.

In Case You Missed It... August 2013
News and notes on marketing and research: Latino growth; health insurance rankings
Building your brand with Hispanics the blended, bicultural way
The author draws from a study of retailers’ holiday ad campaigns to offer advice on how to maximize the impact of Spanish-language and general-market advertising aimed at Hispanic consumers.
Understanding the primal U.S.-Latino culture through Latinacculturation
Novamex’s marketing research manager explains how and why the food marketer and distributor changed its view of the acculturation process.
Qual method aims to unite clients, respondents in co-creation
Citing an example with Latino Millennials, the authors explain their approach to using a research process to generate ideas for new products and services.
How to make an in-store connection with Hispanic shoppers
The author provides tips for marketers looking to make an in-store connection with Hispanic shoppers, taking into account the acculturation gap.

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