• Big Data Has A Big Diversity Problem
    Big data continues to be a central point of conversation in the market research world. Whether it is touted as the end of market research as we know it or the beginning of the new market researcher that weaves big data and custom research into a projection of the future, one thing is for sure, big data is here to stay.
  • Introducing The New (Old) Hispanic Market
    In 20 years of working in the U.S. Hispanic market, I've had a front-row seat, watching as marketers have taken notice and, subsequently, put their money where the opportunity is. But since marketers tend to have short attention spans, I'm afraid that some Hispanic consumers are getting lost in the Madison Avenue shuffle.
  • Why Visual Content And Video Are So Popular With Latino Consumers
    In an era of social media dominance, it comes as no surprise that visual content reigns supreme. The Latina social influencer community, in particular, distinctly prefer visual platforms like Snapchat, Instagram and Pinterest. Why? The top Latina influencers tend to cover beauty, fashion and travel categories, making visual content key when crafting their stories. In fact, Hispanic Pinterest users increased to 21% in 2014, up from 18% the year before but is still a developing platform for Latinas and nearly 34% of Hispanics use Instagram, compared to 21% of white adult Internet users.
  • Hispanic Marketing Vs. Marketing To Hispanics
    As I reflected on 2016 goals for our multicultural division, I was trying to think through the process of listing what we did well and what we could have done better to put a report and strategic plan together for senior leadership meetings. Perhaps the most important component of these plans was highlighting our most valuable resource: people.
  • Why Smart Marketers Are Engaging Online Hispanics In 2016
    As we ease into a new year, we marketers are enthusiastically looking forward to seeing our 2016 marketing plans in action. Marketers who included online Hispanics in their plans should be rewarded by a large, growing audience which engages and transacts predominantly on smartphones. Those marketers who are not engaging digital Hispanics may want to look for ways to add them to this year's plan now.
  • 7 Hispanic Market Stories To Watch In 2016
    As we begin 2016, we anticipate what the New Year has in store for our industry. I have never been afraid of making predictions, but I think 2016 will be unpredictable. So I'll instead highlight important stories and trends to track.
  • Are The Next Decades Of U.S. Growth Dependent On Multicultural Millennials And Gen Z?
    How will a dramatic decrease in workers support this massive, increased aged population? This forecast is not just for countries like Japan and Germany where we've been expecting it, but also for countries like China and Brazil.
  • A New Year's Call To Action To All Latinos And Latinas
    When I started my journey in this country 18 years ago, I couldn't find a roadmap of how other Latinos were succeeding in the United States. Like other immigrants, I worked hard to find my own way, which meant banging my head against a wall a few times before I was able to accomplish some of the goals I had set for myself.
  • Semantics Matter: Culturally Integrated Market Research And Total Market
    2015 has been the year that concretized total market as the new definition for multicultural or cross-cultural marketing. After a couple of years of debate, total market has won as the new buzzword for companies looking to integrate multicultural audiences into their strategic marketing initiatives. Love it or hate it, it is here to stay for the foreseeable future.
  • The Hispanic Millennial Power Behind Vine, Snapchat And Periscope
    We've heard it time and time again: Hispanic Millennials are a driving force on social media, especially as they are early tech adopters and have a higher usage of social media than their non-Hispanic counterparts. Yet, for brands and marketers, knowing which social platforms to focus on can be a challenge, given that each platform requires its own team and resources.
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