Hispanic Research: Why Understanding Hispanics Is More Than a Numbers Game

March 4, 2014 Author: Mario X. Carrasco

Reaching the fast growing U.S. Hispanic market continues to be a priority for marketers today, and for good reason. Nonetheless, many brands and organizations have found it difficult to succeed in their efforts to connect with U.S. Hispanics in a way that is relevant and engaging.

In fact, a recent USA Today article describes how even the best attempts, those championed by NBC and CNN, faltered in their approach and have since gone dark. And the culprit, perhaps a failure to connect with U.S. Hispanic consumers in the areas most important to them - language, values, relevance, and even timing.

In that same article, however, there is the story of Fusion, a joint venture between ABC and Univision. Before launching, the company’s officials did something very basic but often overlooked: they asked their target market –young Hispanics-- what would make Fusion appealing to them. Based on the feedback received, Fusion then adjusted its go-to-market strategy accordingly.

What you need to know: When putting together your plans to reach U.S. Hispanic consumers, don’t forget the basics. Researching beforehand your potential customers’ needs and wants as they relate to your product or brand can certainly go a long way.

For the complete USA Today article, please click here.