Cultural Edge Consulting Launches.

JP “Juan Pablo” Theberge launched the new San Diego-based market research company, Cultural Edge Consulting.

A research and consulting company focused on the Hispanic market, Cultural Edge Consulting specializes in gaining new and insightful knowledge about Hispanic consumers for Fortune 500 companies and their agencies by using a unique combination of sociology, strategic planning, research science, marketing theory, clandestine interviewing, technology and plain old “súbete las mangas” (roll up your sleeves) on-the-street interaction with consumers.

“Our clients are leaders in fields ranging from the automotive industry to packaged goods,” says Theberge. “These are top companies who recognize the undeniable purchase power of the large and growing Hispanic market,” says Theberge. With over 38 million Hispanics in the U.S. according to recent census figures, Hispanic purchasing power is estimated to reach $1 trillion by 2010.

“Companies are realizing that continuing to grow their market among mainstream consumers is becoming increasingly difficult as many categories have been saturated with marketing messages. The Hispanic market offers marketers opportunities to gain share in otherwise stagnant categories.

“In order to tap into the unfulfilled potential of the market, companies need to market directly to Hispanics. To do that effectively, they must gain insight into what makes their Hispanic consumers tick ? Cultural Edge specializes in gaining that insight and helping companies develop strong marketing relationships with their Hispanic consumers.”

“While traditional qualitative and quantitative research play an important role in understanding consumer motivation, Cultural Edge also uses innovative, technology and sociology-driven, non-traditional methodologies, customized for each client’s objectives and marketing needs, including ethnographies, consumer documentaries, Internet usability studies and other types of studies.”