Bilingual and bicultural, most second-generation Hispanics (and those who immigrated early in life) must navigate the nuances of both American and Latino ways of life. Often the only English speaking members of their families, they are the interface of their family’s online purchasing decisions and digital transactions. This week Maria Twena, Global Head of Consumer Acts at 9th Wonder Agency, talks with us about the “bi-directional toggle”, and how the behavior of bilingual consumers can be used to guide more comprehensive marketing and branding strategies. ·
Although I was brought to the U.S. as a child I considered myself a proud citizen of Argentina until my mid-twenties and didn’t care much about politics until 1996. What happened that year? Passage of the 1996 welfare law which conditioned eligibility for many government benefits on citizenship status rather than legal status. The law essentially placed eligibility restrictions on legal immigrants like myself that had traditionally applied only to undocumented immigrants.
ThinkNow Research and Vision Critical Partner to Provide Businesses Access to English, Bilingual and Spanish Speaking Hispanic Customers Through Vision Critical Insight Communities
ThinkNow’s deep Hispanic market expertise coupled with Vision Critical’s customer intelligence software enables enterprises to effectively engage with and learn from the growing U.S. Hispanic population.
A successful and fruitful market research community (MROC) requires thorough planning in order to gain consumer insights that were previously unrealized. There are many useful guidelines and tips that describe how to implement best practices when building and sustaining a community, but few ever address how to build an MROC meant for Hispanic users.
Brand Identity For Hispanics in 2013: How Current Cultural Values Will Affect Your Branding Efforts This guest post is by Fabian Geyrhalter, Principal of brand launch consultancy FINIEN. His thoughts are based on Thinknow’s U.S. Hispanic Cultural Values 2013 study. Writing a post for marketing experts targeting the Hispanic segment makes me aware that you will likely assume you know your niche audience. True that. But what I have deciphered for you are nuances and slight shifts in behavioral patterns based on the 2013 report findings that, when applied to specific brand identity tasks, can make a big difference in your approach and the success of your next brand identity project.
In July of 2012, we wrote in this blog about the fundamentals of MROCs (Market Research Online Communities). In that blog post, What is MROC? we covered some of the basics of MROCs, as well as reviewed those benefits that apply to all Communities.