2011 Máximo Report – New Generation Latino Study.

Latino media and marketing experts, the New Generation Latino Consortiumand Motivo Insights have partnered to create the Máximo Report, the most comprehensive New Generation Latino study. The study uniquely combines both quantitative and qualitative methodologies to deliver unprecedented in-depth access to 14-34 year old Latinos, with a focus on both U.S. and foreign-borns that have lived in the U.S. for 15 years or more.

The foundation for the Máximo Report is a nationally representative online survey of over 1,000 respondents coupled with traditional and non-traditional qualitative interviews of over 120 respondents in New York, Houston and Los Angeles. A non-Latino Caucasian sample of respondents was also surveyed to provide a base of comparison.

The study also utilized digital media methods to collect revealing video diaries that offer in-depth, first-person insights into the lives of eight dynamic respondents across different age demos, gender and markets.

“The Máximo Report is the ultimate New Generation Latino bible for today’s Fortune 500 marketers. There’s never been an NGL study that includes three different demos up to 34 years of age, U.S.-borns, foreign-borns and even a non-Latino Caucasian sample as a cross-reference. The unique methodology mix that also includes 7 hours of in-home video diaries will provide Hispanic marketers with everything they need to build NGL communications programs from an informed perspective,” said NGLC Chairman and Founder, David Chitel.

The 100-page Máximo Report is a comprehensive cross-section of topics including:

– Media habits and preferences

– The role of language and identity

– Usage and preferences around social and digital media

– Issues, concerns and attitudes that shape the NGL perspective

– Perceptions on marketing and advertising

The study also provides 20+ macro and micro trends that define NGLs’ world like:

– The way in which the contextual identity of today’s NGL defines their identity in social and digital media.

– How the emergence of the Urban Latino segment blends values of various sub cultures to create a new, blended identity.

– How NGLs are coping with the recession and how their cultural values help shape their survival tools.

“There is no better time than now for marketers and advertisers to forge strong, meaningful connections with today’s NGL. They are engaged with media, they are influential to others (both Latino and non-Latino,) and they have expressed a need for advertisers to speak to them in culturally relevant ways. The Máximo Report is the definitive source for any marketer who wants to truly understand the nuances of this complex consumer,” according to Gonzalo Perez, Principal and Founder of Motivo Insights.

For more information at http://www.NGLC.biz/MAXIMO>