Hispanic Research

The demand for Hispanic research and market information is on the rise due no doubt to the U.S., Hispanic population boom. Not only is Hispanic research going to increase it is going to improve:

Harry Pachon, director of the Tomás Rivera Policy Institute, says one of the challenges in effectively reaching U.S. Hispanics, whether it's to collect information or to market goods or services, is appreciating the community's diversity. "We've been plagued by inadequate data on this population, and we've gone through a couple of phases," he says. The first phase involved the belief that Hispanics and African-Americans were basically the same, so both could be appealed to in the same way. The second phase was the belief that Hispanics could only be reached through Spanish-language media. Más

I think it was Colorodo Luis, who stated in the comments section of one of my entries not to long ago that a major mistake in marketing to the Hispanic population was the belief that to reach the Hispanic population was through Spanish-language based marketing. And that they were missing the English speaking Hispanics.

Well it seems like marketers (3rd phase), are now catching up to that thought and realize that Hispanics in the US, are still unique compared to other English speaking cultures here and must be catered to differently.

And how will this be accomplished? The only way is to understand how the majority of Hispanic/Latino views the world around them. That data would make years worth of blogging! I will be paying more attention to the subtleties of future marketing. It will be interesting to see how these changes in marketing will take place.