Hispanic market research that goes beyond translating an English strategy.

Translation is not research

Spanish-language execution can fail when the underlying strategy assumes that language alone defines the audience. Research should determine whether language, generation, country of origin, geography, category familiarity or other factors materially affect the decision.

The gap is measurable. Our Houston Spanish-Language Digital Presence Study 2026 found that only 12.9% of 241 audited Houston business websites offer a real Spanish-language experience, while another 7.1% rely only on a translation widget.

Qualitative depth, quantitative validation

Interviews and focus groups can uncover motivations and language nuances. Surveys can size patterns and compare segments. Competitive and cultural analysis can help interpret what the numbers mean in market context.

From insight to execution

Findings can inform naming, messaging, creative, media, websites, bilingual content and search strategy. That connection between research and implementation reduces the gap between what respondents say and what the market ultimately sees.

Who this research is for

Hispanic market research is useful for brands, retailers, service companies, healthcare and financial organizations, and agencies that already sell to U.S. Hispanic and Latino consumers or plan to. It is also for companies that run Spanish-language campaigns and cannot tell whether the results come from the message, the media, the offer or the audience itself.

The common thread is a decision with real money behind it: entering a market, launching a product, adapting a brand, choosing a language strategy or allocating media between English and Spanish channels.

The questions we help answer

• Which Hispanic segments matter for this category, and how do they differ by language preference, generation, country of origin and region?
• Should the campaign, website or packaging be in Spanish, English or both, and for which segments?
• What drives trust, consideration and switching in this category among Hispanic consumers?
• How does the brand compare with competitors that already speak to this audience?
• Which concepts, names, claims or creative routes are understood as intended, and which ones lose meaning in translation?

How a study is built

1. Objectives and decisions. We start with the business decision the research must support, not with a questionnaire.
2. Audience definition. Segments are defined by behavior and context, not by surname or language alone.
3. Method selection. In-depth interviews, focus groups, surveys or a combination, chosen by what the decision requires and what the budget allows.
4. Bilingual instruments. Questionnaires and discussion guides are adapted, not literally translated, and tested so both language versions measure the same thing.
5. Fieldwork and quality control. Recruitment criteria, screening and response-quality checks are defined before fieldwork starts.
6. Analysis and recommendations. Results are interpreted in cultural and competitive context and translated into specific actions.

What you receive

• A research plan with objectives, audience definition, method and timeline.
• Bilingual questionnaire or discussion guide.
• Findings report with segment comparisons and the implications for the decision.
• Recommendations for messaging, language strategy, creative, media and digital channels.
• Optional workshop to turn findings into a campaign or website brief.

Why Projects & Marketing

Our founder has more than 30 years of quantitative and qualitative research experience across the United States and South America, including quantitative studies for national brands. The team works natively in English and Spanish, so cultural nuance is caught in the design of the study, not discovered after the report.

We also execute. The same team that runs the research can turn findings into brand strategy, advertising, a bilingual website and search strategy, which keeps the insight intact on its way to the market.

Related services

Explore our market research practice, bilingual U.S. and Latin America marketing, market research in Houston and brand strategy.