When I worked on my first survey with Hispanic respondents, circa 1980, the best-in-class approach to reach a fully representative sample was to go door-to-door. Of course, this was pre-cellphones, pre-internet and when Hispanic landline telephone penetration was around 70 percent. The market was growing and evolving rapidly (and still is, but in different ways). By the later part of the 80s we were able to complete fairly representative surveys via landline. We’ve come a long way since those early years in Hispanic marketing, and for the most part, the Hispanic consumer is as savvy and sophisticated as the general market consumer, but there are still sampling nuances to take into account. By Raul Lopez – Principle and Chief Research Officer / New American Dimensions