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Multicultural and Hispanic marketing and market research

Jorge Martinez, Vice President

Like the marathon runner who failed to properly prepare for the long-distance haul, brands often train more for the shorter sprint. Multicultural marketing is a feat that takes a marathon commitment.
If Latinos Can Influence a Presidential Election Imagine Their Potential Impact on Your Brand

Jorge Martinez, Vice President

Much has been said over the past year about the importance of the Latino vote (and other minorities') and both major parties have touted their horns and gone to unprecedented lengths to appeal to the Latino vote
Multicultural Marketing

Brenna Ivey and Ashleigh Williams

As brands engage in cross-cultural products and general market fusion strategies, it's essential to be mindful of what's okay - and what isn't. There are ways to adapt trending cultural phenomena without watering them down or divorcing them from context.

Jorge Martinez, Vice President

To have a strong, authentic understanding of multicultural audiences and know how to effectively reach them, you need firsthand interactions with your multicultural consumers. In other words, you have to walk a mile in their shoes.

Brenda Hurley, Executive Vice President

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.

Jorge Martinez, Vice President

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.