Harnessing AI-Powered Synthetic Sample to Enhance Diversity in Market Research

Once seen as an industry resistant to change, market research has embraced transformative technologies in recent years, with AI leading in reshaping traditional methods. Yet, diversity in the data remains elusive, presenting both an opportunity and challenge for researchers. As the founder of ThinkNow, a company at the forefront of multicultural insights, I’ve witnessed firsthand how critical accurate representation is in understanding diverse consumer behavior. By Mario Carrasco - Co-Founder & Principal

Latino Voter Engagement on the Rise as Economic Concerns Dominate according to Week 3 of 2024 National Latino Tracking Poll

Entravision, alongside AltaMed Health Services and BSP Research, has released the third wave of findings from the 2024 National Latino Tracking Poll.

Norsan Media launches 3 Radio Stations in Orlando

Norsan Media has recently expanded by launching three new radio stations in Orlando, demonstrating its commitment to diversifying and enriching the local Hispanic media landscape.

PEPSICO to acquire Siete Foods

PepsiCo, Inc. announced that it has entered into a definitive agreement to acquire Garza Food Ventures LLC, dba Siete Foods ("Siete") for $1.2 billion.

𝗘𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗼𝗳 𝗟𝗮𝘁𝗶𝗻𝗼 𝗜𝗱𝗲𝗻𝘁𝗶𝘁𝘆 𝗧𝗲𝗿𝗺𝘀

The search for a unifying Latino identity in America has evolved significantly.  By Mercedes Sullivan - VP, HR Storefront

How do you feel when companies send you direct marketing materials in Spanish without checking if that’s your preferred language first?

Many companies are incorporating Spanish-language marketing into their strategies to better connect with Hispanic audiences. However, while this can foster a sense of inclusion, it can alienate certain groups if not done thoughtfully. A recent study conducted by Ingenium Research involving 158 Hispanic consumers across the U.S. reveals how Spanish-language marketing is perceived based on language dominance and age. These findings highlight the importance of understanding the diversity within the Hispanic market and language's impact on marketing efforts.  By Maria Lucia Parra- I am a Bicultural Hispanic marketing/UX researcher with extensive experience in identifying the right approaches to meet clients’ objectives as “one size does not fit all”.

Exploring the Growing Influence of the Hispanic Market in the U.S. [REPORT]

The U.S. Hispanic market has evolved into one of the most significant and dynamic consumer segments for American businesses. With over 63.5 million Hispanics comprising 19.1% of the U.S. population, the demographic is both large and influential. Beyond sheer numbers, the unique cultural values, preferences, and trends within this group offer businesses immense growth potential. ThinkNow's "Hispanic Market Today" report explores how the Hispanic community is reshaping the demographic landscape and creating new opportunities for companies across industries.  

TelevisaUnivision to release “Hispanic Communities: Powering a New American Economy” Series

WorkingNation and TelevisaUnivision to drive awareness of the systemic barriers faced by the country's Latino workforce, such as disparities in education, wage gaps, and discrimination.

Your Agency Is Built on Your Actions, Not Your Appearance

We recently took a giant leap into the unknown, leaving stable jobs to nurture the seed of an idea. We wanted to create a new kind of creative shop, one that was female-founded (only one percent of agencies are!), designed to meet the needs of a new digital reality (faster speed, higher volume, lower budgets), and rooted in the ethos of radical hospitality. Our idea was to treat each client as though they were guests at the corner table, to give them the best seat in the house and make sure that they – and their audiences – were seen, heard, and valued in every aspect of the work.

DOUBLE WIN for Lopez Negerete Communications & Hyundai at the ARF David Ogilvy Awards

Lopez Negrete Communications was honored with a Silver Award and a Bronze Award in the Multicultural and Automotive categories at the Advertising Research Foundation's (ARF) 2024 David Ogilvy Awards for its "Viejos Cuentos" ("Cautionary Tales") all-electric IONIQ campaign, created for client and partner Hyundai USA.

SeeHer Releases Its First-Ever Campaign: “She Matters: Bottom Line”

The Association of National Advertisers’ SeeHer, the global movement dedicated to ensuring accurate representation of all women and girls in media, marketing, advertising, and entertainment, today released its first campaign highlighting the economic spending power of women and girls and how they are a growth multiplier for brands. Created in partnership with creative advertising agency Curiosity, the new campaign, “She Matters: Bottom Line,” focuses on the spending power and economic impact of women and girls through the lens of Generation Alpha.

The Importance of Community Initiatives That Elevate Latino Impact: McDonald’s NY Metro Owner’s Association Launches Premios Héroes

It’s always inspiring to see corporate leaders recognize the unsung heroes who are driving change in our communities. This week, the McDonald’s NY Metro Owner’s Association launched Premios Héroes (Heroes Awards), an initiative designed to spotlight individuals making a significant impact on the educational development and future of Hispanic youth.

TV Advertising Requires the Right Mix of Linear and Connected TV

The marketing team at Ford Motor Co. came to a fork in the road. Last April, the automotive brand was about to roll out a new ad campaign called "Freedom of Choice," spotlighting Ford's range of gas, hybrid, and electric cars. The company had two choices when it came time to decide which platform to use as a marketing vehicle for the video component: linear TV, which encompasses traditional forms of TV viewed via a cable network or satellite dish, or streaming through connected TV (CTV) devices. Like many brands chasing increasingly elusive consumers and not wanting to miss out, Ford chose both.

Mid-Year Consumer Outlook: Guide to 2025 Reveals Catalysts to Change in Key Verticals Across Industries

NielsenIQ has released its much-anticipated Mid-Year Consumer Outlook: Guide to 2025 report, identifying macro catalysts across industries. The forward-looking study found consumers remain determined and resilient despite the uncertainty, providing a strategic roadmap for retailers looking to win over consumers over the next 12–18 months and beyond.

Developing a Sales Mindset

One group that we, as an industry, have had problems with over the years is sales. We have heard sales staff say that insights do "fluff," "touchy-feely," and "numbers" that don't help them sell anything. Salespeople don't mess around. If you aren't helping them sell, then you aren't helping them.

Governor Newsom Signs Major Legislation to Bolster Ethnic and Community Media Through the State’s Advertising Power

In a decisive move to strengthen ethnic and community media, Governor Gavin Newsom signed AB 1511 - authored by Assemblymember Miguel Santiago (D-Los Angeles) - into law, mandating that state agencies develop plans to increase their advertising spending in media outlets serving California's diverse populations. The law requires agencies to annually report on their progress to ensure transparency and accountability. Sponsored by the Latino Media Collaborative, AB 1511 represents a key effort to direct the state's advertising dollars towards ethnic and community media, creating a sustainable foundation for these outlets to thrive.

Future-Proofing Brands: The Power of Inclusive Marketing in Music and Media [PODCAST]

In this episode of The New Mainstream podcast, Robert Vélez, Vice President of Inclusive Network & LATAM Sales at Vevo, discusses how brands must proactively pursue inclusion to cultivate opportunities to connect with diverse audiences.

NBCUniversal Telemundo Enterprises names Joaquin Duro EVP of Sports

NBCUniversal Telemundo Enterprises announced Joaquin Duro was named Executive Vice President of Sports, reporting directly to Luis Fernandez, Chairman, NBCUniversal Telemundo Enterprises. Duro succeeds Eli Velazquez, who is leaving the company at the end of the month.

Hispanics are evolving and changing…my thoughts

In Tight U.S. Presidential Race, Latino Voters’ Preferences Mirror 2020 [REPORT]

As the final leg of the presidential campaign begins following an eventful summer, a majority of Latino registered voters (57%) say they would vote for Vice President Kamala Harris and 39% would vote for former President Donald Trump, according to a Pew Research Center survey conducted Aug. 26-Sept. 2, 2024.1