Hispanics make up 17% of the total US population. They are responsible for the highest percentage growth of the U.S. population, and that growth is coming from births--not immigration. What does that mean? It means younger populations have even higher percentages of Hispanics (and are more ethnically diverse overall) and these Hispanic consumers will be mostly Bicultural.
By Jorge Martinez, Director, LatinoEyes
When C+R first began conducting Hispanic research, one of the difficulties was finding participants. The methods we were using within the general population were not effective. We would turn to dedicated recruiters who were wired in to the local Hispanic communities to find focus group participants. At times, they would shepherd the participants to the facility as a group in a van. It was complicated and dicey.