The Hispanic market represents one of the fastest areas of growth in consumer research. Three of our Associates are bilingual and bicultural in English and Spanish. They know how to connect with Spanish-speaking persons from the full spectrum of Hispanic cultures.

Figures from the 2002 U.S. Census suggest that there are nearly 34 million Hispanics in the U.S. One out of every eight people in the U.S. identify themselves as Hispanic. It is estimated that by 2020, one out of every five people in the the U.S. will be of Hispanic origin. In California, Hispanics are already the majority.

With an estimated purchasing power of roughly $325 billion, it is little wonder that marketers are paying serious attention to this rapidly growing, lucrative market.

We know how to meet the specific challenges of screening and recruiting Hispanic respondents. Aside from the usual questions such as gender, age, employment, and so on, it is necessary to explore preferred language, the language used at home, and such things as what radio/magazine/newspaper/television media they use– all of which help us target the degree of acculturation your study requires.

Establishing trust is especially important to work effectively with respondents who come from the family-oriented Hispanic culture. Our bilingual/bicultural Associates have the background to do this, as well as the flexibility to move back and forth between Spanish and English, which allows respondents to freely use Spanish, English, or a mix of both to express themselves.

*You may wish to download a recent article about Affluent Hispanics in the U.S. Also, see this one about Hispanic Buying Power. In addition, Here is an article from the New York Times about U.S. Hispanics as The Largest Minority.