How market researchers can effectively engage Hispanic consumers

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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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 to the Pew Research Center. The significant growth of the Hispanic population in the United States has broad implications for marketing, marketing research, and consumption patterns generally. The nature of these implications, however, remains largely under-studied.1


Hispanic: Marketing research professionals struggle to define "hispanicness" in...

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