For decades, the foundation of market research rested on one powerful tool: the survey. It was the standard way to understand consumers, what they like, want, and feel. Researchers spent years mastering the art of crafting questions, selecting the right sample, and interpreting the answers. And for a long time, that worked well.
But over the last few years, something fundamental has changed.
As the digital world expanded, so did the ways consumers interact with brands. People now browse online stores, leave reviews, post on social media, click on ads, abandon carts, binge-watch videos, and scroll through countless pieces of content. Each of these actions generates a trail of data. These behavioral breadcrumbs reveal more than a simple survey ever could.
But a new era of predictive market research is emerging, one that relies less on what consumers say and more on what their behavior reveals. With the help of predictive analytics, researchers are not just looking at current trends, they’re forecasting future ones.
The shift is happening for good reason. In today’s hyper-competitive, always-on business environment, companies need faster, deeper, and more accurate insights to make decisions. Waiting days or weeks for survey responses isn’t always practical, especially when product launches, ad campaigns, and market shifts happen at the speed of social media. Predictive insights, powered by machine learning and advanced analytics, are giving businesses the edge they need by offering a more dynamic and forward-looking understanding of consumer behavior.
This is especially relevant for industries where consumer expectations shift quickly, like retail, consumer tech, travel, and even healthcare. Imagine being able to predict what your customers are likely to buy next month, which messages will resonate best, or which audience segments are most likely to churn. That’s not science fiction. It’s becoming the reality for modern market research.
The tools driving this shift are growing more advanced every day. Artificial intelligence (AI) can now comb through huge datasets, like website analytics, purchase history, CRM data, and social media posts, to identify patterns, spot anomalies, and generate forecasts with surprising accuracy. But it is not just about the numbers. These tools are translating raw data into clear, actionable insights, helping researchers and strategists move from descriptive data (“what happened”) to prescriptive guidance (“what to do next”). The integration of behavioral data and AI is at the heart of predictive market research, allowing for faster and more accurate decisions.
Of course, this doesn’t mean traditional methods are obsolete. Surveys still play a critical role in understanding motivations, emotions, and the “why” behind consumer actions. They’re particularly useful in early-stage product development, brand perception studies, and testing creative concepts. But increasingly, surveys are being complemented or even preceded by predictive techniques that shape where and how questions are asked.
There’s also a shift in how research teams are structured. We're seeing data scientists working alongside qualitative researchers, blending statistical modeling with human-centered design thinking. The most forward-thinking research departments aren’t picking one method over the other. Instead, they are integrating them to get a more complete, nuanced view of the market.
But with all this advancement comes a new responsibility. Predictive analytics depends on data, and a lot of it. Market researchers must now be more mindful than ever about how that data is collected, stored, and used. Data privacy laws are tightening, and consumers are becoming more aware of how their information is being tracked. Trust and transparency are quickly becoming just as important as accuracy.
At its core, market research is still about understanding people. That hasn’t changed. What has changed is the how. Instead of relying solely on consumers to tell us what they think through a form or a phone call, we now have the tools to listen to what their actions are already saying. And in many ways, those actions tell a more complete story.
We’re entering the era of predictive market research, where data doesn’t just describe what happened, it guides what to do next. For researchers, analysts, and business leaders alike, the question isn’t if they should adapt, but how fast they can.
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Latin music is no longer a niche. It’s a global phenomenon reshaping how brands navigate an increasingly digital and culturally diverse landscape. Streaming platforms are breaking down barriers to discovery, giving artists instant access to global audiences and perpetuating cultural diffusion across borders. But with that access comes disruption and a need to rethink how value is created and shared. For marketers, this means looking beyond conventional metrics and focusing on where and how people engage with content.
Technology also accelerates creativity, but with it comes new challenges. While artificial intelligence now makes it possible to generate music with a prompt, it also raises serious ethical questions around authorship, ownership, and compensation. As AI becomes more embedded into creative workflows, the industry is grappling with how to protect the integrity and livelihoods of human creators.
The ethical use of AI is also closely tied to cultural resonance, especially with Gen Z, an audience that values authenticity and resists being confined to traditional genre boxes. Their listening habits are shaped more by mood, context, and cultural nuance than by conventional categories, challenging marketers to meet them with content that feels personal and real.
Ultimately, music rooted in cultural truth, even when fused with other sounds, has the power to bring people together regardless of background or geography. The consumer shapes what’s popular, and technology amplifies that influence, making it easier for audiences to discover, share, and champion the music that speaks to them.
In this episode of The New Mainstream podcast, Jose Abreu, Vice President of Digital Marketing & Streaming, Latin Iberia Region, at Sony Music Entertainment, explores how technology, culture, and consumer behavior are reshaping the future of music and what brands can learn from it.
Despite America’s growing diversity, multicultural marketing continues to face persistent underinvestment and inconsistency. While Black and Latino consumers make up approximately 30% of the U.S. population, early multicultural campaigns received less than 5% of national advertising budgets, a gap that has improved slightly but remains a major challenge today. Even now, multicultural efforts are often the first budgets cut when financial pressures arise, undermining brand loyalty and growth opportunities.
There has been a shift from language-driven strategies to culture-driven ones. In the past, Spanish-language media buys were often seen as enough. Today, success demands deeper cultural insight, recognizing that diverse consumers live multigenerational, multiracial, and bilingual realities. Authentic connection, not just language, is now the key to meaningful engagement.
Brands like Honda offer a blueprint through initiatives like Honda Stage, which uses music as a universal passion point to unite diverse audiences organically without forcing segmentation. Meanwhile, missteps like Target’s recent DEI pullback show how quickly consumer trust can erode when companies abandon their multicultural commitments.
Another critical takeaway is the growing importance of first-party data and minority-owned media partnerships. As privacy regulations limit traditional targeting methods, collaborating with platforms that genuinely understand their audiences becomes even more valuable.
Ultimately, brands must shift away from chasing fleeting viral moments and instead focus on building real, lasting community relationships.
In this episode of The New Mainstream podcast, Randy Gudiel, SVP, Media Director at Orci, shares valuable insights on why consistency, cultural authenticity, and sustained investment are now essential for brands that want to thrive in an increasingly diverse marketplace.
Meet Our Guest:
Randy Gudiel is a media strategist with over 15 years of experience in media planning, buying, and integrated marketing. He began his career in General Market advertising, supporting automotive and hospitality brands. Early in his career, he transitioned into multicultural marketing—where he led media strategy for clients in financial services, tech, government, CPG, and gaming, helping them better connect with Hispanic, Asian, and African American audiences.
Today, as SVP, Media Director at Orci, Randy leads cross-channel, performance-focused media strategies rooted in cultural relevance, consumer insight, and a Hispanic-first perspective. His work reflects the understanding that effective multicultural marketing starts with intention, not adaptation. His current portfolio spans categories including entertainment, automotive, and grocery, with a focus on building media plans that center Hispanic audiences while thoughtfully engaging the broader multicultural landscape.
Over the course of his career, Randy has also supported clients in healthcare, nonprofit, QSR, and entertainment—bringing a thoughtful, data-informed approach to every challenge.
A first-generation Guatemalan-American, Randy brings a valuable blend of lived experience and strategic expertise to the work, ensuring that every plan is inclusive, intentional, and built for impact.
As we navigate a year of economic uncertainty and shifting consumer shopping preferences, ThinkNow’s latest Clicks vs. Carts: 2025 Shoppers Report reveals a nuanced picture of how Americans are shopping in 2025, and what that means for retailers, marketers, and brands looking to stay competitive. The quantitative research report is based on a nationally representative sample of 1,500 consumers from ThinkNow’s market research panels and breaks out the findings by age and ethnicity. Some highlights include:
While two out of five Americans believe their finances will improve this year, the country remains split on the broader economic outlook. Inflation remains the top concern across all demographics, especially among older consumers. Millennials and Gen Z are more hopeful about their personal financial future, which is an encouraging sign for brands targeting younger buyers.
In 2025, consumers are prioritizing practical purchases such as smartphones, travel, electronics, and home upgrades. Big-ticket items like homes and luxury goods are on the back burner. More than ever, brands must now focus their messaging on value, durability, and emotional connection.
Online shopping continues to grow, with nearly half of Americans making online purchases at least once a week. Gen Z and Millennials lead the charge here, with Gen Z showing the highest daily online shopping rates. Still, in-store shopping remains vital—especially for groceries, alcohol, and home goods—proving that omnichannel strategies are essential.
Clothing and fashion purchases increasingly straddle online and in-store channels, as consumers seek convenience and tactile experience. Millennials are expanding their online habits into groceries and appliances, while Gen Z is driving new growth in beauty and electronics online.
Across categories, price and quality are the two biggest decision drivers. Brand reputation, customer reviews, and the ability to touch or try products also play a role, especially for big purchases. Speed of delivery and easier returns are crucial levers for increasing online conversion.
Amazon is the top online retailer, but Walmart and Target are strong contenders, especially among African American and Hispanic consumers. Younger shoppers are also exploring platforms like Shein, Nike, and Instacart, reflecting a broadening of the digital marketplace.
More than half of Hispanic consumers say they sometimes or always look for Spanish-language shopping options. Millennials and Gen X Hispanics also place greater importance on culturally relevant marketing, from language to holiday promotions. For brands, marketing to the nation’s growing Hispanic population isn't a trend—it's a necessity.
Consumers see faster delivery, mobile-first shopping, and sustainable options as key trends shaping the future. Gen Z and Millennials are driving interest in social media shopping, while Gen X shows the greatest enthusiasm for immersive retail experiences like AR and VR.
To boost online sales, consumers are calling for better discounts, faster shipping, and simpler return processes. This points to a continued expectation for convenience, transparency, and value delivered with cultural fluency and digital agility.
As consumer shopping expectations evolve, brands must adapt strategies that blend price sensitivity, omnichannel experiences, and cultural resonance. Whether online, in-store, or in-between, the shopping journey of 2025 is dynamic and deeply human.
Download the report here.
In the digital age, consumers no longer interact with brands through a single channel. Today, a single customer might discover a product on Instagram, research it on a website, receive a promotion via email, and finally make the purchase in a physical store or on an app. This fragmented and dynamic behavior is what we know as omnichannel.
But what does this mean for those of us in market research?
Traditionally, market research focused on more linear touchpoints. Today, the challenge is to map a user experience that unfolds across multiple platforms, devices, and moments. Omnichannel has transformed not only the way consumers shop but also the way researchers study them.
It is no longer enough to ask what they buy or where they buy it. We now need to understand how consumers move between channels, when they prefer one over another, and why they make certain purchase decisions in specific contexts.
Let’s look at what market research offers in this new landscape.
Understanding omnichannel behavior requires localized approaches in markets like Latin America, where digital adoption is growing but diverse. For example, in some countries, WhatsApp is key, while in others, e-commerce apps or marketplaces dominate the scene.
This is where culturally contextualized market research becomes essential. It’s not just about knowing what consumers do, but understanding why they do it based on their social, economic, and digital context. A middle-upper socioeconomic consumer in Mexico City may trust delivery apps more, while someone in rural Peru might prefer informal commerce or local fairs, even if they saw the promotion on social media. Without understanding these nuances, any omnichannel strategy remains incomplete.
The key takeaway is this: omnichannel is here to stay, and with it comes new opportunities to gain deeper insights into consumer behavior. Brands that align their marketing strategies with actionable insights from solid market research adapted to the omnichannel environment will be the ones that stand out.
Because in a world of multiple channels, the true differentiator remains customer knowledge. And today, that knowledge requires listening and connecting the dots between every click, conversation, and step in the consumer journey.
Despite the U.S. being home to the second-largest Spanish-speaking population in the world, investment in multicultural marketing, particularly Hispanic marketing, remains disproportionately low, representing just 6–7% of total ad spend. This is a missed opportunity and a risk for brands looking to stay relevant in an increasingly diverse marketplace. Ignoring this reality isn’t just shortsighted, it’s bad business.
To stay competitive, brands must reflect the communities they serve. Today’s consumers, especially Millennials and Gen Z, more than half of whom are multicultural, demand more than generic messaging. They value authenticity, cultural relevance, and purpose. These digital natives engage with brands across social media, streaming, and other digital platforms. For them, it's not just about what brands sell but the stories they tell on these platforms.
Telling those stores, however, has become increasingly difficult. Some brands may revert to “total market” approaches for short-term gains amid political tension and economic uncertainty. But playing it safe often results in diluted messaging that fails to connect meaningfully with any audience. Multicultural marketing isn’t going away. It is central to business strategy and, perhaps more importantly, business longevity. And here’s why.
Demographic shifts aren’t coming; they’re already here. The U.S. is on the fast track to becoming a multicultural majority. Even as some companies quietly rebrand or downplay DEI efforts, multiculturalism is moving forward. “Inclusive growth,” which links diversity to tangible business outcomes, is emerging as a competitive advantage for forward-thinking brands.
Others, however, treat multicultural marketing as an add-on rather than a strategic priority, often due to a lack of leadership, education, or long-term vision. Change must start at the top. Executives need to empower their teams, invest in insights, and reimagine how they engage because doing so pays off.
In this episode of The New Mainstream podcast, Hernan Tagliani, President and Founder of Tagliani Multicultural, explores how shifting demographics are redefining marketing and explains why brands that fail to invest in multicultural marketing risk being left behind.
As Latin America emerges as a hub for digital commerce and consumer engagement, Central America stands out as an untapped opportunity. While much attention has been given to markets like Brazil and Mexico, Central America has lagged despite its economic growth and rapid digital transformation, including mobile and broadband internet access expansion. With limited market research in the region, brands lack the insights to effectively connect with local consumers.
Central America, comprising of Guatemala, Honduras, El Salvador, Nicaragua, Costa Rica, Panama and Belize, has long been overshadowed by larger Latin American economies. However, recent economic trends indicate that the region is undergoing significant changes:
Unlike other regions that gradually adopted digital technologies, Central America has accelerated its shift, diving headfirst into mobile-first internet access. According to GSMA, mobile penetration in the region is projected to surpass 70% by this year, with smartphones becoming the primary tool for accessing information, services and social media. Let’s take a closer look at what this means:
Despite the region’s economic and digital growth, market research infrastructure remains underdeveloped. Many global studies group Central America into broader Latin America segments, failing to capture each country's cultural, economic and linguistic nuances. This lack of data has left businesses with blind spots when trying to connect with local consumers. Recognizing the importance of granular, country-specific insights for brands entering or expanding in the region is critical.
Beyond economic trends and digital access, Central America’s rich cultural diversity is what truly sets it apart. Each country has distinct consumer behaviors, traditions and histories that must be considered. Brands that succeed here recognize that a one-size-fits-all approach doesn’t work. For example:
Understanding these distinctions is crucial for companies and brands aiming to enter the market successfully. That’s where our investment in high-quality data and insights comes in.
Central America is no longer a secondary market; it’s a key player in Latin America’s growth. As economic expansion, digital transformation and consumer sophistication increase, the need for reliable, culturally nuanced data has never been greater.
Brands that invest in understanding Central American consumers today will be the ones that win long-term loyalty and market share tomorrow. So, the question isn’t whether companies should invest in Central America; the question is whether they can afford not to.
This blog post was originally published on Quirk's Media.