Hispanic Consumer Research

/Hispanic Consumer Research

For Hispanic World Cup Viewers, It’s About Heritage

In 2011, Fox and the Spanish-language network Telemundo won the rights to broadcast the 2018 and 2022 World Cup in the U.S. for a record $1 billion dollars. Fox agreed to pay roughly $400 million and Telemundo will pay roughly $600 million. Flash forward, and the U.S. failed to make the World Cup. Was the investment worth it? The short answer is “yes.” With the 2018 World Cup around the corner, we surveyed a representative sample of 500 Hispanics and 360 non-Hispanics to understand how they engage with soccer on social media and how they plan to follow the World Cup. The insights gained from this information can be used by marketers to attract advertisers to their platform and maximize the opportunity the World Cup presents.

The Hispanic Market Is Poised for Innovation in 2018

“In the beginning there was Spanish, and that was good.” Marketing in Spanish in the U.S. may not seem like an innovation from our purview in 2017, but when the first recognized full service Hispanic advertising agency in the United States opened up in 1962 it was a paradigm-shifting marketing event. It was one of the first times national brands and companies marketed their goods and services in the U.S. using a language other than English.

3 Things To Keep In Mind When Engaging U.S. Hispanics Via Google Search

Many have speculated as to how Hispanic online search behavior differs or is similar to that of non-Hispanic Whites. Numerous studies have been conducted on the subject. Results often fall victim to the same issue, that respondents tend to tell researchers what they think we want to hear. But what we’re looking for is a better understanding of what these cohorts really do while searching online. To find out, we teamed up with the Google Multicultural team to conduct an ambitious study.

BIM: A New Scale To Measure Hispanic, Cross-Cultural Identity

Marketers and market researchers working in the multicultural and cross-cultural space have long known the shortcomings of utilizing acculturation models for segmentation. Our conflicted national identity and increasing demographic diversity have created a cultural Rubik’s cube that resists classification. I’ve written on this topic several times and have proposed alternative segmentation tools but there has never been a viable replacement for the acculturation model so it has persisted, until now.

#QualOnTheStreet: ThinkNow Drive™ Auto Buying Trends & Habits

The automotive industry is showing early signs of becoming one of 2017’s fastest evolving industries. Our latest market research study, ThinkNow Drive™ reveals what’s driving automobile buying trends and habits among Total Market consumers. Watch as our street team takes over The Fade Factory Barber Shop in Burbank, CA. Learn what drives car purchases and the adoption of autonomous tech.

Does Geography Override Inherited Culture?

How Hispanic Attitudes Towards Family Influence Hispanic Advertising There was a time when nearly all U.S. Hispanics could be found in the West and Southwest. Now, the fastest growing Hispanic populations are in North Carolina and Georgia. Midwestern States, such as Iowa, have experienced triple-digit Hispanic population growth over the past fifteen years. In market research, we often use someone’s inherited race and culture as a way of predicting their preferences and behaviors. Does this approach still have value at a time when cultural groups are now dispersed across the country?

[INFOGRAPHIC] What’s Driving Total Market Automobile Buying Trends In 2017?

Autonomous automobile technology is driving innovation in an industry hit hard by big economic swings and government bailouts. But the light at the end of the tunnel resides in consumers’ acceptance of newer technologies like driverless vehicles and less dependence on gasoline. At ThinkNow Research, we wanted to explore consumers’ attitudes toward these changes and how they impact vehicle purchasing habits.

How African-Americans Are Driving Automotive Technology Trends

The automotive industry is showing early signs of becoming one of 2017’s fastest evolving industries. Electricity and hydrogen now power our vehicles straight out of the pages of a sci-fi thriller down paved streets that turn into our driveways. To better understand what’s driving this change, ThinkNow Research surveyed a representative sample of U.S. Hispanics, African-Americans, Asians, and non-Hispanic whites regarding their vehicle purchasing habits. ThinkNow Drive™ is our latest research study that focuses on automobile buying trends and habits.

Hispanic Fandom Breathes New Life Into Major League Baseball

Anyone who has ever attended a sporting event in Latin America can attest to the passion of Hispanic fandom. The songs, chants, dances, banners and other traditions are similar to fan behavior elsewhere but with the intensity dialed way up. In the U.S., Hispanic buying power recently surpassed Mexico’s entire GDP. When you add the fact that Hispanic consumer confidence is increasingly positive moving into 2017, you get a perfect storm of opportunity for U.S. sports leagues and franchises to harness Hispanic fan loyalty to elevate the entire industry.

Should Affluent Hispanics Be Considered General Market?

Multicultural marketing has created a marketing economy based on segmenting the population by ethnicity. While ethnicity segmentation has worked for the past several decades, as I pointed out in an earlier column, that foundation is starting to crack. Our industry is experiencing a paradigm shift. As we attempt to make sense of this existential crisis of marketing models, we should consider how we segment and why.