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Hispanic
Market Studies
Hispanics
continue to be the largest minority in the
U.S.
at over 42 million.
In addition, the U.S. Census Bureau projections predict the U.S
documented Hispanic population to reach 46 million by 2010, or roughly
15% of the country’s total population.
The significance of the Hispanics to
U.S.
marketers is substantial.
In 2007, their buying power is expected to surpass that of all
other minorities. Currently,
this segment controls nearly $800 billion dollars in spending power.
This economic clout is projected to rise to almost $1.2 trillion
in 2011 – a number that will represent nearly one-tenth of all
U.S.
buying power. Approximately
90% of the U.S. Hispanic population is concentrated in 20 states where
the segment’s impact on business, politics, and society is
significant; crucial to the ongoing success of these states’
economies.
While
Hispanics share a common language their beliefs, habits, preferences,
life styles, and values can differ substantially.
Even the Spanish spoken by the various subgroups differs to a
degree that requires understanding and skills in communication and
interpretation.
Clearly,
Hispanic research takes more than just translating English into Spanish.
It requires knowledge of, and sensitivity toward, these cultural
nuances in order to fully understand how they influence the thinking and
behavior of Hispanic consumers.
Pioneer
Marketing Research is a resource for qualitative and quantitative
research services with Hispanics. The
company has a core staff of individuals with expertise in the research
practices and who are knowledgeable of Hispanic community cultures, both
in the
US
and abroad.
Thus, we can provide a wealth of experience in research,
consultative services, and other related activities with the Hispanic
communities to enhance your research projects.
Pioneer
Marketing Research can provide leadership and guidance to your company
to be successful in marketing to the Hispanic community.
It requires more than just the language; we offer the cultural
fluency that in-depth Hispanic research demands.
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