Youth Intelligence Launches Latino Lifestyle Study.

Youth Intelligence, publisher of the Cassandra Report, a lifestyle study of 14-34 year-old mainstream consumers and trendsetters, announced that it will be publishing its latest syndicated study, Latino Intelligence, this October. The new lifestyle study will be the first of its kind to focus on the Hispanic youth market and provide a critical forecasting tool for marketers looking to understand the 14-24-year-old Latino consumer.

Given the explosive growth of the young Hispanic population as well as its distinct linguistic and cultural preferences, the next generation of Latinos is and will continue to be markedly different from today’s older Hispanic. This age group is critically important to marketers, as they represent more than 20% of the 40 million Latinos in the U.S. as compared to only 14% of non-Hispanics.

“Marketers need timely, accurate information about consumers they are trying to reach. Yet there is very little syndicated research that sufficiently explores the younger Hispanic market – its attitudes, lifestyles and trends. We created Latino Intelligence to fill this gap and ensure marketers have every advantage in communicating with an important audience,” explains Jane Buckingham, president of Youth Intelligence, the leading market research, trend forecasting, and marketing consulting group focusing on Gen X, Gen Y, teens, and tweens.

Latino Intelligence will highlight significant, marketplace-shaping trends at a macro level and provide insights into the origins of these trends. It will also detail findings of micro-level trends including lifestyle, attitudes, spending habits and media preferences, and identify actionable ideas and solutions for marketers to reach young Latinos more effectively.

The annual study will be comprised of 1000 telephone surveys, plus focus groups, in Spanish or English at the participant’s option. In addition, one-on-one interviews will be conducted with insiders with specific insight into the young Hispanic mindset, such as boutique owners, DJs, and stylists.

In creating the new study, Youth Intelligence teamed with Christy Haubegger, founder of Latina magazine and in-house Hispanic market expert for Youth Intelligence’s parent company Creative Artists Agency. “Young Latinos’ super-concentration in America’s urban centers makes them disproportionately influential on the culture and trends of the country. Any marketer that is not operating with the most reliable insights into this fast-growing and distinct segment of the population is doing so at its own risk.”

While virtually all existing syndicated studies of the U.S. Hispanic market focus on the 18-and-over population, Latino Intelligence will provide a much needed advantage to marketers addressing the very different 14-24 age group and will help paint an important picture of the Hispanic market of the future.