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Posted by Tamara Barber on August 17, 2009
[Posted by Tamara Barber]
This summer we fielded our first ever Hispanic youth online survey, and I’ve been busily digging into the data in preparation for a Webinar that my colleague Jackie Anderson and I are presenting this Thursday. This new survey is really exciting because it not only deepens our ability to understand yet another segment of the Hispanic population, but we’ve found that clients are starved for data on Hispanic youth. Like many topics in multicultural marketing, there’s just not a lot of quantitative research out there. Here’s a sneak peek at some of the key findings I’ll be talking about later this week.
The main takeaway: Hispanic teens are truly straddling two worlds, between less-acculturated parents and their often more mainstream friends. Yet in both worlds, they influence trends and purchasing decisions. The key to reaching them effectively will come down to not only finding them where they are (for example on the Web sites they visit or the phones they use), but also striking a cultural connection based on more than just language. I’m excited to share more of insights on Thursday and through my research in the coming months. If you haven't already signed up for the Webinar, you can register to receive a recording of the call. We're already at capacity for the call itself!
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