Triangulating Consumer Research: Secondary Data & Business Insights for Hispanic Market Architecture
February 16, 2010
The recent activation of the 2010 Census should be a reminder to all of us on how far Hispanic market thinking has evolved since the last iteration of the Census in 2000. Over the course of the past 10 years, thousands of customized research projects have been commissioned by companies, secondary data from Pew and others has been widely distributed, blogs have been written and twittered daily… the list goes on.
All of these efforts have advanced the conversation from what now seems like very basic (yet key) insights like “Hispanics are loyal consumers” and “they live in large households” to far deeper discussions about this culture. At Cheskin Added Value for instance, we’ve analyzed the trajectory of multicultural marketing relative to CSR, how Isabel Allende’s “House of Spirits” casts a light on Hispanic female empowerment, the emergence of a new American mainstream, and other trends that in one way or another map to how these consumers’ brand relationships and purchase behaviors are evolving.
By Miguel Gomez Winebrenner
To read CLICK on link below:
http://www.hispaniccmo.com
