Hispanic Market Research

//Hispanic Market Research
Hispanic Market Research2017-03-07T23:45:38+00:00

Galloway Research leads the industry in providing innovative approaches to online, mobile and in person Hispanic market research. We provide realistic and smart solutions for companies looking to understand the U.S. Hispanic consumer. Whether you are launching a new product, refining your Hispanic marketing strategy, or looking for direct feedback about your product or service, we can help.

From initial planning to findings reports and action plans, our services are designed to help you obtain insights from today or tomorrows Hispanic market, including the hard-to-reach Spanish-dominant customer segments.

We set the industry standards by leading innovation online and mobile market research methodologies in order to conduct Hispanic market research among all Hispanic acculturation levels.

Our Experience

Leveraging many years of Hispanic research, we have built one of the largest U.S. Hispanic opinion research panels in the industry. Our in-house methods and technology and allows us to tap into the U.S. Hispanic populations and find particular data that is very hard to reach through traditional forms of market research. This allows us to deliver high quality research to companies looking to market to U.S. Hispanics.

Galloway Research has extensive experience in research methodologies explicitly tailored to Hispanic marketing research. Spanish-language focus groups, Quantitaive telephone, mobile and online studies have all been adapted to best measure the tastes and attitudes of the Hispanic consumer.

Galloway Research utilizes highly trained bilingual interviewing specialists. Recruiting for qualitative research among hispanics can traditionally include online or offline recruitment efforts and a grassroots approach to occasioinally connect with specific hard to reach demographics within the hispanic community.

Hispanic Acculturation & Segmentation

Hispanics in the US are typically defined by their acculturation level, how immersed they are within the surrounding culture. The acculturation process generally takes an estimated 10-15 years and varies from person to person. Hispanics have longer acculturation periods because they keep their values, celebrate their heritage, and pass those values and that heritage from generation to generation. Acculturation level allows us to segment Hispanics by language attainment; income level; and, in many cases, purchasing behaviors.  Modern Hispanics tend not to assimilate as quickly as previous migration waves—for two reasons:

  • The first reason is technology. Today it is easy and inexpensive to keep in touch with the homeland. The use of the Internet and advances in communications allow us to communicate with those on the other side of the world as easily as it is to talk to your neighbor.
  • The second reason is “celebration of diversity.” In the modern world, diversity is a good thing; whereas, 40-50 years ago, it was not socially accepted and immigrants made a greater effort to assimilate as fast as possible into their new host environment.

Acculturated

Persons born in the U.S. of Hispanic descent. They prefer to speak English but can still navigate into the Latino culture.

Bicultural

People that can navigate well in both cultures. Most likely having lived in the US for a few years and speaking Spanish and English regularly.

Unacculturated

Persons that only navigate within the Latino culture. Most of them have recently immigrated to the U.S. and prefer to speak Spanish.
  • The overall U.S. population is graying, but the Latino population remains young and the primary feeder of workforce growth and new consumption. The median age of the Latino population is 28 years old, nearly ten years younger than the total market median age of 37 years. Given that the age for a new home buyer is between 26 and 46 years old, Latinos will become a force in residential purchasing over the next ten years.
  • Latinos exhibit distinct product consumption patterns and are not buying in ways that are the same as the total market. Hispanics make fewer shopping trips per household than non-Hispanics, for instance, and spend more per trip.
  • Technology and media use do not mirror the general market but have distinct patterns due to language, culture, and ownership dynamics. For example, Hispanics spend 68 percent more time watching video on the Internet and 20 percent more time watching video on their mobile phones than non-Hispanic whites.

Projected U.S Population by Race/Ethnicity in 2050

Caucasian 47%
Hispanic 29%
African American 13%
Asian 9%
Other 2%