How market researchers can effectively engage Hispanic consumers

Ana Raquel Martin

Advises on how marketers can successfully reach Hispanic consumers in the US, a demographic that is seeing significant growth, with broad implications for marketing, marketing research, and consumption patterns generally.

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Introduction

The U.S. population increased by more than 2.2 million people between 2016 and 2017, with Hispanics accounting for 1.1 million, or about half (51%), of this growth, according...

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