How do I get started with developing a Hispanic research plan?
A Hispanic research plan should be approached similarly to a typical research plan (i.e., for general US population). Initial steps may include a review of secondary sources, such as any available internal information as well as industry/trade publications. These sources will point out what you know, what you don’t know and what you need to know about the relationship between your communication and consumer behavior relative to your product. In addition to secondary sources, primary research would determine the awareness, attitude and category behaviors of purchasers and nonpurchasers for your product and competitive products. With MRSI’s 3-step Hispanic research solution, ENFOQUE®, we can tailor a research program that will help you understand how Hispanics perceive your product/category so you can make more educated decisions about how to effectively reach this target audience.
