The tendency of LatAm brands to target their core Hispanic constituency can cause missed opportunities to reach broader markets. It’s imperative that brand marketers shift their mentality to include multicultural perspectives, adjust their strategies, and allow the multicultural segment’s influence to take the brand mainstream. Essential to gaining those consumer insights is market research. By leaning into market research, Latin American brands can satisfy their core audiences’ needs while exposing the brand to new segments of the population, thus building the brand domestically.
This week, Jackie Bird, Founder and President of Redbean Society, LLC, joins the ThinkNow New Mainstream podcast to discuss how Latin American brands can successfully use multicultural market research to scale in the U.S.