Hispanic Market Research
Built for Brands That Serve More Than One Audience
Hispanic market research is how a business finds out what its audience actually thinks, instead of assuming a general-market insight applies the same way across every group it serves. Mazdi's market research work covers hispanic consumer insights, cultural market research, and multicultural market research as one connected discipline, built on the same Omnicultural approach used across our other Labs, so the findings are ready to use in branding, content, and campaign decisions instead of sitting in a report no one revisits.
Hispanic market research studies how Hispanic consumers actually make decisions: what they respond to, what they trust, and where a general-market assumption breaks down once it's tested against a specific audience instead of an average one. That distinction matters because a lot of brand and campaign decisions get made on assumptions borrowed from a general-market study that was never built to represent that audience in the first place.
At Mazdi, this research runs before a branding or content decision gets made, not after, so a campaign isn't built on a guess about what a specific audience wants and corrected later once it underperforms. The same applies to product or pricing decisions that assume a single audience behaves the same way a general-market segment does.
Cultural market research isn't a general-market survey translated into Spanish. Language, imagery, and even the way a question is framed can change how an audience responds, so a study built natively for a specific cultural segment surfaces findings that a translated version of someone else's questionnaire simply won't catch.
That gap shows up most in message testing and brand perception work: two audiences can react differently to the same creative concept for reasons that have nothing to do with language and everything to do with cultural context, values, and lived experience. A research process built to catch that difference is what turns market research into something a creative or media team can actually act on.
Hispanic consumer insights at Mazdi typically cover five areas: brand awareness and perception within the segment, purchase decision drivers, language preference and code-switching behavior, alignment between a brand's values and the audience's own, and the media and channels that segment actually uses day to day.
Measured together, those five areas usually explain the gap between how a brand performs with a general-market audience and how it performs with a Hispanic or multicultural segment specifically, rather than leaving that gap as an unexplained number in a blended report.
Multicultural market research at Mazdi runs through the Omnicultural Approach, our method for building research that treats Hispanic, Black, Asian American, and general-market audiences as distinct segments from the start, not variations adjusted from one baseline study.
In practice, that means research design, question wording, and even respondent recruitment are built per segment, so the findings reflect how each audience actually thinks rather than how a single questionnaire happened to translate.
interviews built for the specific segment being studied
perception, and purchase drivers within Hispanic and multicultural audiences
before a campaign launches, not after results come in
designed natively per segment, not translated from a general-market questionnaire
content, and campaign decisions rather than delivered as a standalone report