Hispanic Focused Marketing Research: Market Selection

This week on the Focus Pointe Global blog, we’re taking a closer look at one of the fastest growing demographics in the marketing research industry.

Almost 40 years after the government began using the terms “Hispanic” or “Latino” to identify Americans who trace their heritage to Spanish-speaking nations, the 2010 Census counted 50.5 million Latinos in the United States. According to a study performed by the Pew Hispanic Center, this figure, accounting for more than 16% of the total U.S. population, has grown 43% over the past decade and accounted for approximately 56% of the nation’s total growth from 2000 to 2010.

While other recent studies suggest that the immigration explosion has begun to slow in response to economic conditions, the overall U.S. Hispanic population is nevertheless projected to rise from 16% to 29% over the next four decades based on current birth rates. With that in mind, it is more important than ever for businesses and marketing research professionals to focus their efforts on effectively gathering data from this growing segment of the population.

The first step in effectively gathering data from the Hispanic population is identifying and selecting the right markets. By focusing your marketing research efforts on the geographical areas where this specific demographic is more concentrated, you are better prepared to reach your target respondents.

For instance, based on current percentages of the local population, Los Angeles (44%), Dallas/Ft. Worth (28%), New York (22%), San Francisco (21%) and Chicago (20%) are excellent markets in which to conduct your Hispanic-focused marketing research. If you’re looking for assistance conducting a quantitative or qualitative marketing research project in one of the geographic areas listed above, Focus Pointe Global would be happy to help. We offer state-of-the-art focus group facilities in each of these major U.S. cities and more.

For additional advice on the best ways to access the growing Hispanic demographic with your marketing research, check back in to the FPG blog later this week or click on the button below to schedule a consultation with one of the experts at Focus Pointe Global.

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