Some marketers think that advertising is about clever headlines and beautiful visuals. Other marketers think that translating that ad into Spanish is a good Hispanic marketing strategy. We think those approaches miss a vital foundation. The best marketing begins with the *market*—understanding your customers’ wants and needs.

Some Hispanic agencies think life experience is enough to understand the market. We think life experience is important, but the Hispanic market is complex and incredibly diverse, with people from at least 20 countries. Staffing an agency with all those experiences is impractical, if not impossible.

That’s where research comes in. Big picture demographic research is sometimes enough to yield the insight you need. When we began working with the South Carolina Department of Natural Resources, clear data describing the Hispanic audience in their target areas played a significant role in how they allotted budget and focused their energies. With a well-defined audience, plus ads specifically designed for the Hispanic market, we more than doubled their digital following.

Other markets are much more nuanced. The Hispanic market is not a monolith; behaviors and habits vary based on ages, origin country, generations in the US, socio-economic status, and more. From one neighborhood to the next, you may need entirely different tactics. To define and understand these specific audiences, you may need more qualitative research, like interviews or focus groups. (We’ll get you started: A Segmented Approach to Hispanic Marketing.)

We know the Hispanic market. But more importantly, we know what we don’t know, and we can find answers. Market research makes the difference between an okay campaign and an extraordinary one. Which do you want?

Want to find out more? Start the conversation.