HISPANICODE ™

What does a Mexican in LA or Houston have in common with a Cuban in Miami or with a Puerto Rican, Dominican, or Colombian in New York?

The Spanish language and the fact that they all live in the same country may be a commonality, and that may be all.

Hispanics in the U.S. are not a well-defined, homogeneous group.

If you’re targeting Hispanics as a single group, you may be missing an opportunity to reach your Hispanic customer where you can really influence his/her brand decision.

How will you know where to direct your efforts?

The answer is Hispanicology

The trick to dominating this market starts with discovering each market’s code.

We call this decoding method Hispanicology

Mindcode’s experience in decoding the various Hispanic segments, specifically its Archetype descriptions and Code discoveries of major Hispanic groups, gives it a significant edge over traditional research methods.

If correctly targeted, Hispanics represent a huge but largely untapped potential market. However, Hispanics are traditionally lumped together as one category and targeted as such. Hence, many brands are off-code and therefore, do not reach their specific targets.

Why are Hispanics valuable consumers?

According to the U.S. Census Bureau, Hispanics are the largest and fastest growing minority group in the country. Hispanics (legal residents) currently represent an estimated 16.8% of the total U.S. population versus 13.5% in 2002.

Hispanic Buying Power Growth

• The Hispanic population is believed to be growing two times faster than the total U.S population
• By 2008 there was an estimated 44.3 million Hispanics in the U.S., with over $870 Billion in spending power, the current projection reaches $1.3 trillion by 2015.
• By 2015 Hispanics are expected to account for 13.8% of the total U.S. population, with over 17% of all U.S buying power.