The issue of Spanish vs. English in marketing to US Hispanics is getting more complicated as the market matures. Mario Xavier Carrasco, managing partner of ThinkNow Research, spoke with eMarketer’s Lisa Barron about the importance of language and cultural relevance.
Balancing Cultural Relevance and Language When Marketing to US Hispanics
About the Author: Mario X. Carrasco
Mario X. Carrasco is Co-Founder and Principal of ThinkNow Research, an award-winning culturally-integrated market research agency based in Burbank, CA. The agency integrates Hispanic, African-American, and Asian insights into custom market research for companies and government agencies looking to thrive in a changing demographic environment.Under his co-leadership, ThinkNow Research has successfully launched several innovative market research initiatives, such as DigaYGane.com, one of the largest and most representative Hispanic online panels in the industry as well as the first Minority Business Owner (B2B) Panel in the U.S.