Research

There are 43,530,000 Hispanics living here in the U.S.A. According to the 2004 Synovate Hispanic Market Report, 67% of Hispanics say that they feel more comfortable speaking Spanish, 19% indicated they preferred English, while 14% said that they felt comfortable speaking both languages. Where do I fit in?

Understanding the relationship between language, culture, and human experience is certainly a powerful tool for marketers in the unique socio-cultural marketplace that we find ourselves in today.

I recently returned to the United States after a four-year stay in Italy. Culture shock has taken various forms, but none quite as evident as my newfound inability to express certain concepts in my own language. Last week, my roommate asked if I had called the cable company as I had promised I would. I certainly intended to call, but because of other things I hadn’t. The concept and the words I wanted to express to her were clear in my head, in Italian. “Non ci sono riuscita”, loosely translated as “I wasn’t able to.” However, if you understand the Italian language you know that “I wasn’t able to” is insufficient as a translation. The Italian verb riuscire in the negative form indicates that you truly wanted to do something. It means you tried to do it, you gave it your best, but for some reason you failed. The simple fact that you attempted to accomplish the goal nullifies the failure. English, however, doesn’t differentiate between failures. Either you do something or you

The marketing implications of language and culture: Exploring some of the identified language and cultural issues associated with communications between English-speaking marketing professionals and Spanish-speaking consumers.

Scarborough Research released an analysis of Hispanics in the U.S. and key emerging local markets for Hispanic consumers. The study unveiled five key Hispanic consumer segments, and then applied their characteristics to a local market analysis to identify the “next tier” of Hispanic cities.

U.S. Hispanics and non-Hispanics see brands differently, according to a study released today by Encuesta, Inc. “Americanos Poll: Favorite Brands Study 2005” compares how U.S. Hispanics and non-Hispanics perceive brands, including which they consider best overall, most trustworthy, most caring about the community, and best in advertising.

The Pew Hispanic Center reported Tuesday that the number of illegal immigrants entering the country is increasing despite tighter border security. “The Pew Center report highlights in concrete terms what has become glaringly apparent — the U.S. immigration system is fundamentally broken,” said Deborah Notkin, president of the American Immigration Lawyers Association.

At the heart of Hispanic Marketing Communication lies a fundamental question: what does it mean to be “Hispanic”? The term is problematic for those attempting to define and understand this very heterogeneous group. The terms Hispanics use to identify themselves are important. More important, however, is an understanding of why they choose these definitions. Marketers must recognize how Hispanics define themselves in order to understand their consumer behaviors. (By Holly McGavock – Master’s Candidate, Integrated Marketing Communication ay Florida State University).

GfK NOP announced results from its 2005 Roper Youth Report that show 55% of today’s youth saying they have their own way of doing things and are comfortable with and cling fiercely to their individuality.

A fairly simple formula can be applied to American consumers: the more money in, the more money out. People with high incomes spend more than the general population in virtually every major expenditure category. When incomes increase, net worth also climbs. Those Americans with higher incomes are therefore accumulating assets with significant value (primarily a home) and saving more than the average American household.

In the just released book, Loyalty Myths: Hyped Strategies That Will Put You Out of Business and Proven Tactics That Really Work, some of Ipsos Loyalty’s top researchers challenge conventional wisdom, debunk 53 accepted practices and offer tested strategies to set businesses back on track. The Ipsos authors concentrate on six strategic business areas including management practices, loyalty programs, and profitability.

Nielsen Media Research reported updated universe estimates for Hispanic, African American and Asian Americans in its local television markets.

A new study released by the Congressional Hispanic Caucus Institute’s (CHCI) HOGAR (Spanish word for home) Initiative suggests that a combination of factors that complement Hispanics strong desire for homeownership and strong work ethic, have helped increase the U.S. Hispanic homeownership rate; from 46.1% in September 2003 to 49.7% in March 2005.