Multicultural Research

IMG specializes in multicultural and multilingual qualitative research for an international client base. We've been researching Hispanic markets in the U.S. and Latin America since the late 1980s.

Multicultural consumers in America represent $1.2 trillion in purchasing power and a growth rate that is seven times faster than the general market. Creating strategic marketing programs and communications targeted to this fast-growing population requires a deeper, first-hand knowledge of the consumer market as well as the languages and cultures that constantly form and re-form their attitudes and behaviors.

Experience Counts

Our pan-regional experience allows us to put the answers within your reach with new insights into the Hispanic market segment you're targeting. Getting rich, multicultural insights means getting beyond fact-finding; we uncover the nuances of Hispanic consumer attitudes and behavior to extract the kind of insights that help you determine the right product and the right message. Then we apply our multicultural experience to identify new opportunities or fine-tune your marketing strategies.

Our research in Latin America (Mexico, Venezuela, Colombia and Argentina among others) continually refreshes our knowledge and understanding of the U.S. Hispanic market. We'll help you understand the recent arrival - who may cling to their home culture and traditions for some time - as well as the global consumer who is as comfortable in Little Havana as in Chinatown.

Case Studies

A major US consumer bank needed to know if their general market communications strategy would fly among US Hispanics. IMG fielded a multi-segment study from acculturated middleclass households to affluent new arrivals. We uncovered a set of shared banking attitudes and informational needs upon which a Hispanic communication strategy could be built. We also uncovered huge opportunities in under-served segments.

A global liquor brand wanted to research communications strategies for the Hispanic market. Building upon research conducted in Latin America, we found that the brand’s essence there carried into the Hispanic market here. However, the brand’s message needed to be communicated in advertising through the use of social situations that resonated with their US experience.

A packaged goods company needed to test promotional strategies and vehicles among their core Hispanic shoppers. Through a series of focus groups with moms, we uncovered some key insights across the country that helped our client fine-tune their promotions in a culturally relevant way and increase participation rates.

 
 
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