The U.S. Hispanic Market
The U.S. Hispanic Market: Are You Missing Opportunities to Grow Your Business?
You may know where Hispanic consumers live, what they earn, and what they buy.
But do you understand why they make the decisions they do—and what that means for your business?
Cultural values, beliefs, family relationships, and life experiences influence what consumers need, which brands they trust, and how they make purchasing decisions.
Understanding these influences can help your company:
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Find growth opportunities by identifying underserved customers and unmet needs.
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Improve products and marketing by connecting your company's strengths with what consumers value.
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Win and keep customers by building stronger relationships, trust, and loyalty.
Our Mission
Help companies turn Hispanic consumer understanding into meaningful connections, better business decisions, and measurable growth.
We believe the greatest opportunities emerge when companies understand what matters to consumers, align their strengths with those values, and deliver experiences that earn trust.
When Cultural Intelligence Drives Business Growth
Allstate aligned its You're in Good Hands brand promise with cultural values that mattered to Hispanic consumers. During a focus group, a longtime competitor's customer responded to Allstate's culturally relevant advertising:
"Before today, I knew what Allstate was, but now I feel what Allstate is."
Between 1995 and 2001, Allstate's Hispanic insurance premiums grew from approximately $1 billion to $2.2 billion annually, while the number of Hispanic households served nearly doubled. The growth reflected a broader business strategy informed by cultural intelligence. The lesson: When your company's values connect with what customers care about, cultural understanding can become a competitive advantage.
Explore Our Hispanic Market Intelligence
Whether you work in marketing, product development, engineering, research, strategy, sales, or customer experience, better consumer understanding can help you make better decisions.
START HERE | FREE INTRODUCTORY PODCAST
What Are You Missing About the Hispanic Consumer?
Discover why demographics alone can't explain Hispanic consumer decisions—and why cultural understanding matters to your business.
Listen Free | 1 Minute, 29 Seconds
1. Hispanic Market Intelligence Podcasts
Understand Consumers. Challenge Assumptions. Discover Opportunities.
Explore podcasts that connect Hispanic consumer behavior, cultural values, and real-world business experiences with practical implications for your company.
Our growing collection will cover consumer motivations, trust, brand alignment, customer experiences, market opportunities, and business cases—including a deeper look at Allstate's Hispanic market strategy. Each collection is designed to leave you with insights you can apply—and questions worth exploring about your own business.
Featured Collection: Beyond Demographics
Understand What Drives Hispanic Consumers. Make Better Decisions.
Discover how cultural values, beliefs, family, identity, and life experiences influence consumer needs, priorities, and purchasing decisions. Use these insights to develop more relevant products, improve marketing, strengthen customer experiences, and build better relationships.
Seven Episodes | 5–7 Minutes Each | $4.99 per Episode
Explore the Seven Episodes →
2. The Hispanic Consumer Lab
Explore Your Business Ideas With Hispanic Consumer Digital Twins
What if you could explore your next business idea with AI-powered simulations of the consumers you're trying to reach?
The Hispanic Consumer Lab will let professionals interact with research-informed Hispanic consumer digital twins to explore questions such as:
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Brand and marketing: How might consumers respond to our brand promise, messaging, or advertising?
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Products and experiences: Which features, benefits, or experiences might matter most?
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Growth opportunities: What unmet needs, concerns, or purchasing barriers might we be overlooking?
Ask questions, challenge assumptions, and explore ideas before investing in further research or development.
The benefit: A new way to explore consumer perspectives, identify potential opportunities, and develop better-informed business strategies.
Digital twins provide simulated perspectives, not substitutes for research with actual consumers.
Go Beyond Understanding Consumers. Start Interacting With Them.
Coming January 2027
3. Finding and Winning Hispanic Customers
Target More Precisely. Measure Performance. Equip Your Sales Force.
Knowing where to compete, how you're performing, and how to win customers can make the difference between market potential and business growth.
Preference Analytics offers two complementary solutions.
Corporate Intelligence: Find Opportunities. Measure Results.
Use precision micro-marketing to identify underserved markets, improve targeting, and measure performance.
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ZIP+4 Micro-Marketing: Identify growth opportunities within small geographic areas that broader market analysis may overlook.
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Hispanic Surname Scoring: Support Hispanic market measurement, customer penetration analysis, and appropriately designed targeting.
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Market Opportunity Analysis: Prioritize attractive markets, guide investments, and evaluate performance.
The benefit: Smarter targeting, more efficient marketing investments, and better measurement of Hispanic market performance.
California ZIP+4 intelligence is available. Other states can be developed through custom engagements.
Sales Force Enablement: Help Your People Win More Business.
Through Win the Local Market, sales, in-market and other professionals can access practical tools that companies can also provide across their sales and distribution networks.
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Hispanic Market Playbooks: Help insurance agents, real estate professionals, financial advisors, and other customer-facing teams understand cultural values, communicate effectively, and build trust.
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Local Market Reports: Help individual businesses identify promising nearby opportunities.
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Promotional Podcasts: Help professionals introduce their services and connect with prospective customers.
The benefit: Better-prepared sales teams, stronger customer relationships, and more opportunities to acquire and retain customers.
Know Where the Opportunities Are. Measure Your Performance. Give Your People the Tools to Win.
EXPLORE WIN THE LOCAL MARKET →
INQUIRE ABOUT CORPORATE SOLUTIONS
Have a Business Question That Needs New Research?
Our intelligence helps you recognize opportunities and explore business questions.
But when you need answers specific to your customers, products, or markets, Signal provides custom qualitative and quantitative research to help you make better-informed decisions.
From understanding consumer motivations to evaluating products, brand positioning, and customer experiences, we help you develop the evidence needed to move forward.
Turn Consumer Understanding Into Business Growth
Preference Analytics combines decades of Hispanic market research, cultural intelligence, and corporate business experience to help organizations make better decisions.
Understand What Matters. Find the Connection. Win the Customer.