News Column

New Research Shines Light on Hispanic Millennials

April 11, 2014

Staff Reports -- HispanicBusiness.com

hispanic millennials
Hispanic millennials represent an important market segment (Sensis website)

Sensis and ThinkNow Research have launched a new research initiative focused on U.S. Hispanic millennials.

The Hispanic Millennial Project provides a comprehensive look at Hispanic millennials, including comparing them with non-Hispanic millennials and their Hispanic counterparts age 35 and older.

The project will include such topics as segmentation, health-care behavior, points of tension, financial services attitudes and digital motivations, and will be released in waves throughout 2014.

The goal is to introduce new ways to think about Hispanic millennials that would be compelling to every brand and marketer, according to a news release.

"The Hispanic millennial segment is potentially one of the most important and misunderstood consumer segments in the country," José Villa, Sensis president, said in the release.

"A great deal of research published about Hispanic millennials is only scratching the surface of what we are beginning to understand is one of the most complex groups of consumers in the marketplace," he added. "We thought it was time to conduct new research on this segment."

The Hispanic Millennial Project is a joint research study developed by Sensis, a cross-cultural advertising agency, and leading market research firm ThinkNow Research. The first wave of research is scheduled for release April 22.

To register for a copy of the first chapter of the report, visit HispanicMillennialProject.com.

Sensis is a cross-cultural, full-service advertising agency. Its client roster includes DIRECTV,United Healthcare and the FDA.

ThinkNow Research provides online market research for companies looking to understand the U.S. Hispanic consumer.


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