Assessing Potential Hispanic Market Opportunities
Today, almost 20% of the U.S. population is Hispanic; by 2044, Hispanic people are projected to make up 25% of the population. And the median age of American Hispanics is young – just 27 years old compared with 42 for non-Hispanic whites.
A multinational musical instrument manufacturer noticed these population trends and hoped Hispanic consumers could become an important segment for their company’s future growth. For help getting to know this growing consumer segment, they approached C+R.
Understanding “How” and “How Much”
Our client, a manufacturer of popular audio equipment and instruments, saw opportunity in the growing U.S. Hispanic population and sought C+R’s help conducting primary research to better understand these consumers. The manufacturer wanted to develop a genuine understanding of Hispanic consumers, while identifying best practices for engaging and marketing to this segment. Specifically, they wanted to understand how (and how much) Hispanic people consumed music and audio-related products and how their brand could better connect with these consumers.
As a first step, C+R developed a quantitative survey and elicited responses from a broad sample of Hispanics across the U.S., across acculturation levels, and across a range of other demographic categories.
Mixing Methods for a Deeper Understanding
After a kickoff grounding session to align on goals for the project, C+R administered an online (and mobile-friendly) survey to over 500 Hispanic consumers across the United States. Unacculturated, Bicultural, and Acculturated Hispanics all participated. We also assured a range of income levels, household sizes (including households with and without children), and a balance of male and female participants. The survey took approximately 20-minutes to complete; included questions about music engagement and attitudes, audio equipment and instrument ownership, and brand awareness and attitudes; and was available in both English and Spanish.
Following the survey, we conducted qualitative research to dive deeper into Hispanic consumers’ views, expectations, and perceptions of music and related products. Our analysis focused on the differences and similarities between acculturation levels.
Actionable Strategies for Authentic Communication
Through our research, the manufacturer gained a deeper understanding of the role music and audio products play in Hispanic consumers’ lives and walked away with actionable strategies to authentically connect with this growing audience.