Marketing effectively to U.S. Hispanics requires an understanding of diverse psychographics, identity profiles and emerging segments that goes well beyond the language, country of origin and acculturation level targeting definitions now in standard use, according to newly released research jointly conducted by Starcom MediaVest Group and NBC Universal's Telemundo.
The year-long "Beyond Demographics" study began with an in-depth exploration of Hispanic culture and identity factors with a diverse group of Latino leaders who acted as "cultural translators." This was followed by extensive bilingual quantitative surveys and an "exhaustive" qualitative study fielded with Latinos 18 and older representing the full spectrum of the community within seven key markets (Miami, New York, San Antonio, Houston, Los Angeles and Raleigh, N.C.).
The research delved into Hispanics' consumer habits and brand experience preferences, as well as cultural/identity nuances.
The research identified and studied 12 core Latino identity profiles that reflect marked "fluidity" in language preference, assimilation level, retention of traditional culture, economic status, career and ambition levels, political affiliations, religious beliefs/spiritual practices, artistic endeavors, and urban versus rural biases, among other factors.
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