The Hispanic consumer base is growing in the US. By July 2050, the Hispanic American population is expected to increase to 128 million people. That’s an astounding 30.2% of the entire American population.
If you haven’t already launched Hispanic marketing and advertising campaigns, you’re at risk of alienating your audience. In 2023, brands are becoming increasingly inclusive. If you still fail to engage minorities, you’ll imply that your company doesn’t really care about minority representation. This can be detrimental to your brand’s reputation.
Start undoing the damage; it starts with multicultural market research. In this blog, we’ll walk you through three Hispanic market research tips that can help you collect critical data about your audience. Keep reading.
1. Talk to Your Audience in Their Language
Many companies make the mistake of proceeding with the entirety of their market research in English. This is a critical mistake. We recommend switching to Spanish during the data collection stage of the process.
Your Hispanic audience should feel safe, understood, and heard. If you speak to them in their language, they’re more likely to trust you and give honest, candid, and embellishment-free responses. For example, distribute questionnaires in Spanish, conduct focus groups and interviews in Spanish, and so on.
2. Get Hispanic Research Experts on Board
If your multicultural market research team doesn’t comprise Hispanic experts, you’ll fail to achieve accurate results. There’s nothing wrong with having a team of non-native researchers. However, make sure at least 15% of the research team is Hispanic.
As the researchers speak to the audience in Spanish, they’ll be able to connect with them and encourage them to open up; the research process will be smoother. Of course, the more Hispanic researchers on your team, the better. However, 15% is the bare minimum; don’t proceed until you’ve reached this percentage.
3. Trust Experts, Not Amateurs
Many companies make the mistake of turning to their own in-house teams for Hispanic market research. This is perhaps the biggest mistake you can make. Ethnic research theories, methods, methodologies, and concepts cannot be learned in a matter of weeks. It takes researchers years and decades to master the art of good ethnic research.
Recommended Read: Things Researchers Should Do When Working with Ethnic Groups
Instead of taking a shortcut, turn to a professional team with the right skills, experience, expertise, and know-how. This will go a long way in helping you perform the research correctly and obtain accurate results that aren’t muddled with inaccuracies.
As a reputable ethnic marketing agency in New York , we perform quantitative and qualitative ethnic research to help companies understand their consumers better. If you’re targeting Hispanic consumers, our team will perform in-depth market research to reveal comprehensive insights.
Contact our multicultural market research experts today. We provide ethnic data for a diverse set of consumers ranging from Hispanic to Pakistani to Indian to Chinese, and so on. Explore our story to understand why we’re so passionate about ethnic research, data collection, and data analysis. Thank you for trusting us.
