Research in the U.S. / Hispanic market / 5 metro markets
Data-driven decisions for market leaders
Analitika helps you understand how the 68 million Hispanics in the United States, one in five people in the country, choose, buy and decide which brands earn their loyalty. Our bilingual teams cover Los Angeles, Houston, Miami, Washington D.C. and New York, and deliver the dashboards and recommendations your leadership uses to decide.
Los Angeles-Long Beach-Anaheim, CA metro area
5.85MHispanics, 45.2% of the metro population
Source. U.S. Census Bureau, American Community Survey 2024 1-year estimates, metropolitan areas.
Sources. U.S. Census Bureau, American Community Survey 2024 1-year estimates, table B03001. 2026 U.S. Latino GDP Report, California Lutheran University and UCLA.
01 · Why it matters
Brands that treat the Hispanic consumer as a translation of the general market leave revenue on the table. At Analitika we turn cultural nuance, purchase behavior and identity into insights your teams can act on, so your brand connects authentically and captures market share.
The size of the opportunity is measurable. One in five people in the United States is Hispanic, and in 2024 the real Latino GDP grew almost three times as fast as the rest of the economy.
1 in 5 people in the United States is Hispanic, 68.0 million in 2024.
Growth in the U.S. market is increasingly Hispanic. The strategic question is not whether to invest, but which Hispanic consumer to prioritize, in which metro and with which message. That is the question our research answers.
Sources. 2026 U.S. Latino GDP Report, California Lutheran University and UCLA. U.S. Census Bureau, ACS 2024 1-year estimates.
02 · Five markets
The Hispanic consumer is not one segment. Caribbean origin leads in Miami and New York, Mexican origin in Los Angeles and Houston, and Central American origin in Washington D.C. Together our five metros are home to 18.4 million Hispanics and 43% of the Central Americans in the country. Select a metro to see its profile.
Origin mix of the Hispanic population. Caribbean includes Puerto Rican, Cuban and Dominican origin. Source. U.S. Census Bureau, American Community Survey 2024 1-year estimates, table B03001, metropolitan statistical areas.
Los Angeles-Long Beach-Anaheim, CA metro area
Mexican origin is 73.7% of the market, yet Salvadorans and Guatemalans add almost 850 thousand consumers whose references differ from the Mexican-origin mainstream. One Hispanic message does not reach them all.
One study, both sides of the border. Analitika also works in eight Latin American countries, so the consumer you research in the U.S. can be researched in their country of origin too.
03 · What we deliver
Each solution starts from a business question and ends in a decision. The techniques are industry standard. The way we adapt them to language, origin and acculturation is Analitika’s.
01 · Segmentation · acculturation
Which Hispanic segments should we target in each metro, and how big are they?
Acculturation, generation, origin, language preference and purchase behavior.
Analitika Acculturation Model, with cluster and latent class analysis.
Sized segments with profiles and personas your marketing team can brief.
02 · Brand health · cultural relevance
Do Hispanic consumers know, prefer and recommend us, and does our brand feel culturally relevant?
Awareness funnel, perception, cultural relevance and emotional connection.
Analitika Brand Health Index, a 0 to 100 score, with Net Promoter Score (NPS) and the reasons behind it.
Brand health dashboard and messaging guidelines by segment.
03 · Usage & attitudes · price
What drives purchase, which channels matter and how much will they pay?
Usage, attitudes, purchase drivers, channels, media habits and price sensitivity.
Usage & Attitudes (U&A) with the Analitika Price Simulator, based on Van Westendorp and Gabor-Granger.
Category map, purchase drivers and price corridors.
04 · Concept · product · campaign
Will this product, package or campaign work with Hispanic audiences, in English, in Spanish or in both?
Appeal, purchase intent, cultural fit and clarity of the message in each language.
Monadic and sequential testing, with equivalent English and Spanish versions.
A clear go, adjust or stop recommendation.
05 · Social listening · text mining
What are Hispanic consumers saying about our category and our brand, in both languages?
Volume, sentiment, topics and the voices that shape the conversation.
Social listening with text mining and sentiment analysis in English and Spanish.
Conversation map, themes to act on and alerts.
06 · Sizing · TAM / SAM / SOM
How much demand is there, what share can we win and where is the white space?
Demand, penetration, share and white space by metro and segment.
TAM, SAM and SOM volumetrics built on Census data and survey results.
Opportunity sizing that shows where to compete and win.
04 · Acculturation
Two Hispanic consumers in the same metro can live a category in different languages. The Analitika Acculturation Model places each respondent on four levels, from Spanish-dominant to English-dominant, and adapts the interview, the questionnaire and the reading of results to each one.
Spanish.
In person, in Hispanic neighborhoods and community venues.
Brands and habits from the country of origin, remittances and family decisions.
Questionnaire written in Spanish first, with vocabulary checked by country of origin.
Respondent’s choice, usually Spanish.
In person and online.
Brands from both cultures and Spanish-language media.
Equivalent English and Spanish versions, so answers stay comparable.
Respondent’s choice, usually English.
Online and in person.
Switching between languages, cultural identity in advertising and shopping across channels.
Ads and concepts tested in both languages.
English.
Online panels and social media.
Cultural identity beyond language, family traditions and representation in advertising.
Hispanic identity measured through attitudes, not through language.
05 · Fieldwork
Face-to-face interviews on Wilshire Boulevard, store visits and long field days across Greater Los Angeles. These are our people, in Analitika shirts, doing the work this page describes. Select a photo to see it full size.
06 · How we work
A proven, data-driven methodology. It is the same one Analitika applies across its nine countries, adapted to Hispanic audiences in English and Spanish.
We align on your objectives, target segments and the decisions the research must inform.
Custom methodology combining qualitative and quantitative tools tailored to Hispanic audiences.
Bilingual, culturally fluent data collection that ensures authentic, high-quality responses.
Clear dashboards and strategic recommendations you can act on immediately.
07 · What you get
Every study is delivered with the depth your teams need and the clarity your leadership expects.
In this example the brand is solid with bicultural, Spanish-leaning consumers (71) and at risk with English-dominant consumers (54). The decision is not one campaign for all Hispanics, but a message for each acculturation level.
08 · Who it’s for
Eight industries, one question each that our research answers for the Hispanic consumer.
09 · Questions
In both. The respondent chooses the language, and each questionnaire is adapted, not just translated, so both versions measure the same thing.
Los Angeles, Houston, Miami, Washington D.C. and New York, the five metros that together are home to 18.4 million Hispanics, 27% of the national total.
It depends on your industry, the sampling frame and the level of inference you need, whether national, by metro or by segment. We define it with you in the design stage.
Yes. Analitika works in nine countries, the United States plus El Salvador, Guatemala, Honduras, Nicaragua, Costa Rica, Panama, Colombia and the Dominican Republic, so one study can follow the same consumer on both sides of the border.
An executive summary with recommendations, interactive dashboards, segment profiles and bilingual reports in English and Spanish.
Analitika applies ESOMAR standards in every study, from questionnaire design to data processing.
Data-driven decisions for market leaders
Partner with Analitika to unlock the insights that will help your brand connect with millions of Hispanic consumers and grow in the United States.