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.
But 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 mainly lumped together as one category and targeted as such. 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 1990-2009

• An estimated 41 million population with over $800 billion spending power
• Between 1990 and 2009, Hispanic buying power is growing at an annual compound rate of 8.2%
• This is almost double the non-Hispanic buying power growth of 4.9%
• Projected Hispanic buying power by 2008 will be $923 billion
• By 2009, Hispanics will account for 9% of all U.S. buying power