Hispanamericanos: The Third Culture Study In the Works.

Cultura announced the launch of a comprehensive study of the US Hispanic market.

Juan Faura, president of Cultura, a Dallas-based ad agency specializing in the US Hispanic market, stated it is the first study of its kind. “There have been extremely thorough and complete research projects addressing the US Hispanic market in the past, but they have not covered the breadth of markets and people that this one will,” he stated from his office in Dallas. The project titled Hispanamericanos: The Third Culture began on August 2, 2004, will cover more than 120 cities in 30 states across the US and Mexico, will include Spanish-dominant, bilingual and English-dominant Hispanics between 7 and 95 years old and is expected to take between 6 and 9 months to complete.

Greg Knipp, general manager of Cultura believes the results will be invaluable to marketers looking to reach this audience. “The study is intended to provide the most complete picture of the market to date.”

According to Faura, in addition to the scope and breadth of the geographic and demographic coverage, the methodology for executing the project will be highly unorthodox. “It really is unlike any project that I am aware of.

“There are no set quotas for number, age or language preference of respondents. We are also not speaking to them about any category, brand or product in particular. We are starting in Tijuana, Mexico and going across to the state of Maine in the US and we are talking to as many Hispanics along the way as we possibly can about all of those things and more. We plan to cover politics, media and even sexual orientation,” stated Faura.

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