While many companies have only just begun to recognize the promising potential of the Hispanic market, Juárez and Associates has over 30 years of experience researching the needs and motivations of this relatively under-served group. However, unlike widely advertised publications that claim to hold the key to the Hispanic market kingdom, we openly acknowledge that one size does not fit all. In other words, the answers to the questions above will vary from project to project.

When it comes to a client's interest in the Hispanic market, we offer two things: knowledge and experience. Many sources may offer knowledge in the form of facts and figures carefully derived from U.S. Census data as well as from secondary research. Still other firms offer customized research solutions that respond to the specific questions a client may have. We prefer taking the latter approach, while relying on those facts and figures to help set the parameters for research inquiries. However, we also share with our clients over 30 years of research experience in the Hispanic market (an intangible benefit that cannot be duplicated). Furthermore, these 30 plus years of experience are based not only on working with the U.S. Hispanic population, but also founded on numerous Juárez and Associates' projects in Latin America and the Caribbean. We proudly refer to this phenomenon as the JA Advantage. Therefore, our approach has always been to interpret the Hispanic market based on facts substantiated by current research, not cultural or ethnic instincts.

Why should I care about the Hispanic market?

JA looks to facts and figures regarding Hispanics to help paint a picture of the current market landscape for our clients. Such statistics can be useful in communicating the rising value of the market to project stakeholders, including a few important facts and figures about the Hispanic market based on U.S. Census 2000 data:

• The U.S. Hispanic population grew at an amazing rate of 58% between 1990 and 2000. This translates into Hispanics now accounting for 1 in 8 people in America.
• The purchasing power of Hispanics increased to $542 billion (an astounding 160% rate of change) from 1990 to 2000.
• By 2025 Hispanics are forecasted to double their population in nearly all U.S. states.
• The average size of Hispanic households is 3.5 people, compared with 2.4 for non-Hispanic white households.

Major advertisers and marketers now recognize that the large and rapidly increasing U.S. Hispanic population is not only a separate language group, but also an identifiable cultural entity. About half the increase has resulted from net immigration and about half from natural increase. In the past, the tendency was to treat Hispanics as a homogeneous group that could be reached by simply translating existing marketing campaigns into Spanish. This is rarely the case any longer, as most decision makers know that Hispanics have emerged as a complex and dynamic population. There are many myths about the Hispanic market which make it difficult to distinguish the facts from the folklore. It is as multifaceted and as segmented as any other major market and requires the same investment in sophisticated planning and research.

At Juárez and Associates we collect qualitative and quantitative data using traditional and innovative research practices in order to access Hispanic markets and bring new customers to our clients as well as ensure that Hispanic consumers are satisfied with the products and services they purchase. Studies on foods, baby products, beverages and household items, big ticket items such as motor vehicles, important services such as banking and telephone, and entertainment services such as cable television and movies are just the beginning of the growing interest in Hispanic consumers.

Any attempt at effectively penetrating these markets should involve a logical, well-developed and well-researched marketing strategy that should not be defined solely from a public relations or advertising perspective. It should also involve a commitment of time and resources. Over several decades of work, Juárez and Associates has found that Hispanic consumers are responsive to those products and services whose providers make an attempt to reach them and fulfill their perceived needs and desires. For example, our focus group research has indicated time and time again that they like marketing campaigns to be informative - they expect to learn something while watching or listening to a commercial or while reading an advertisement.

So now that you have begun to realize the value of the Hispanic market, trust Juárez and Associates to help you better understand its unique subtleties and nuances through not only the gathering of knowledge, but also by allowing us to share more than 30 years of insight to successfully meet your objectives.