Editor’s note: Mario X. Carrasco is co-founder and principal at ThinkNow, an insights agency based in Burbank, Calif. This is an edited version of a post that originally appeared under the title, “‘Hispanic’ preferred over ‘Latinx’ by Hispanics when describing ethnicity.” 

On November 1, 2019, we published a blog on Medium exploring the wide range of ethnicities by which Hispanics identify. Among them was the controversial term “Latinx.” That post quickly became the most read blog in our company’s nine-year history and went on to be cited by the Washington Post, New York Times, The Atlantic and many other publications. The media attention garnered both praise and criticism from readers, some of whom didn’t agree with the outcome of the study so they questioned our methodology despite our accurate sample frame and weighting tactics. Given the overwhelming response to our research, we decided to do a follow-up with double the base size – 1,000 respondents this time – and added an LGBTQ over sample.

The goal of our updated report (registration required) discussing these new findings is to provide companies, brands and politicians deeper insight into how U.S. Latinos prefer to describe their ethnicity.

Below are some key takeaways:

Doubling the base size from 500 to 1,000 respondents had little to no impact on the results of this preference question.

The research again showed that “Hispanic” is ranks highest among Hispanics, followed by “Latino/Latina.” “Latinx,” on the other hand, has ranked last in both of our surveys.

Another valid concern regarding our October Latinx study was the representation of LGBTQ respondents as the term “Latinx” was, in part, coined to address the gendered nature of terms like “Latina/Latino.” To address this methodological concern, we included an oversample of 11% (114 respondents) who identify as LGBTQ. Furthermore, we included a sample of 360 resp...