{"id":16527,"date":"2015-06-13T18:35:24","date_gmt":"2015-06-13T18:35:24","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=16527"},"modified":"2026-05-05T16:40:23","modified_gmt":"2026-05-05T20:40:23","slug":"pesquisa-de-mercado-hispanico","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/pt\/cobertura\/latin-america\/pesquisa-de-mercado-na-america-latina\/pesquisa-de-mercado-hispanico\/","title":{"rendered":"Hispanic Market Research for Industrial Leaders"},"content":{"rendered":"
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Pesquisa de mercado hisp\u00e2nico<\/h1>\n
\"Pesquisa<\/figure>\n<\/p>\n

O Mercado Hisp\u00e2nico Emergente<\/h2>\n

N\u00e3o \u00e9 surpreendente que um dos maiores mercados emergentes do mundo hoje perten\u00e7a a uma crescente popula\u00e7\u00e3o hisp\u00e2nica. Nos \u00faltimos anos, o poder de compra deste grupo cresceu dramaticamente e continuar\u00e1 a crescer. O aumento da riqueza e das oportunidades educacionais posiciona o segundo maior grupo \u00e9tnico dos Estados Unidos como um grupo destinado a ter um impacto poderoso e duradouro no mercado.<\/p>\n

Fora dos EUA, v\u00e1rios pa\u00edses latino-americanos est\u00e3o a passar por uma recupera\u00e7\u00e3o econ\u00f3mica significativa. A melhoria das vendas a retalho e o aumento da produ\u00e7\u00e3o de bens de consumo tiveram um efeito dramaticamente positivo nas perspectivas econ\u00f3micas dos mercados hisp\u00e2nicos.<\/p>\n

Historicamente, os interesses empresariais t\u00eam prestado aten\u00e7\u00e3o significativa \u00e0 pr\u00f3pria linguagem como meio de penetrar nestes mercados desej\u00e1veis. Os hisp\u00e2nicos americanos preferem assistir televis\u00e3o onde o espanhol \u00e9 predominantemente falado. Al\u00e9m disso, a maioria dos hisp\u00e2nicos prefere falar espanhol em casa.<\/p>\n

Ao contr\u00e1rio da televis\u00e3o inglesa, que est\u00e1 dispon\u00edvel em v\u00e1rios canais, a televis\u00e3o de l\u00edngua espanhola concentra-se em menos canais e, portanto, \u00e9 assistida com mais intensidade pelos telespectadores hisp\u00e2nicos.<\/p>\n

Isto torna os meios de comunica\u00e7\u00e3o de l\u00edngua espanhola uma escolha eficaz para os anunciantes que tentam comunicar com este mercado-alvo em crescimento. No m\u00ednimo, as empresas criar\u00e3o mensagens personalizadas para esses meios de comunica\u00e7\u00e3o de l\u00edngua espanhola, al\u00e9m dos an\u00fancios tradicionais em l\u00edngua inglesa.<\/p>\n

Os consumidores hisp\u00e2nicos tendem a ser mais fi\u00e9is a determinadas marcas em alguns casos do que os seus hom\u00f3logos de outras etnias. Eles n\u00e3o fazem compras com tanta frequ\u00eancia, mas quando se aventuram, os hisp\u00e2nicos gastam mais.<\/p>\n

Eles tamb\u00e9m visitam mais restaurantes fast-food e quando o fazem t\u00eam filhos a tiracolo, o que acaba afetando as escolhas de compra dos pais. Historicamente, os hisp\u00e2nicos compram mais bebidas, fazendo com que as proje\u00e7\u00f5es de longo prazo para as vendas de bebidas nos pr\u00f3ximos anos sejam mais elevadas para o mercado hisp\u00e2nico do que para os consumidores caucasianos. Os m\u00e9todos de pesquisa qualitativa e quantitativa podem revelar \u00e1reas de oportunidade para impulsionar o desempenho do seu neg\u00f3cio.<\/p>\n<\/div>\n

Hispanic Market Research: How Industrial Leaders Capture the Fastest-Growing Buyer Segment<\/h1>\n

Hispanic buying power in the United States now exceeds the GDP of most G20 nations. For Fortune 500 industrial firms, this segment shapes labor markets, distributor networks, end-user preferences, and procurement decisions across the supply chain. The firms reading this segment correctly are gaining share. The rest are pricing to a market that no longer exists.<\/p>\n

Hispanic Market Research has matured beyond consumer packaged goods. It now drives industrial product positioning, dealer network design, B2B channel strategy, and aftermarket revenue strategy across construction, agriculture, automotive components, building materials, and commercial fleet. The opportunity sits in segments most industrial firms still treat as monolithic.<\/p>\n

Why Hispanic Market Research Now Sits Inside Industrial Strategy<\/h2>\n

Hispanic-owned businesses are the fastest-growing segment of the US small and medium business population. They concentrate in construction, transportation, food manufacturing, and field services. These are direct buyers of industrial equipment, building products, commercial vehicles, and MRO supplies.<\/p>\n

The decision unit looks different. Founder-operators run procurement personally. Brand loyalty forms early and holds across decades. Spanish-language technical documentation, bilingual dealer staff, and warranty terms communicated in plain Spanish change win rates in supplier qualification audits. Industrial firms that built distributor networks for an English-first SMB buyer face a structural mismatch.<\/p>\n

The acculturation spectrum matters more than national origin. A second-generation Mexican-American contractor in Houston buys differently than a first-generation Cuban-American fleet operator in Miami, and both differ from a Dominican-American building products distributor in the Northeast. Treating “Hispanic” as one segment in a bill of materials decision wastes the research budget.<\/p>\n

The Segmentation That Drives Industrial Win Rates<\/h2>\n

SIS International Research’s qualitative work across Hispanic consumer and SMB segments in Texas, Florida, and California consistently shows that language preference, generation, and country of origin produce sharper predictive segmentation than income or geography alone.<\/span> The implication for industrial marketers is direct. A single Spanish-language campaign aimed at “the Hispanic contractor” underperforms three targeted programs built around acculturation tier and trade vertical.<\/p>\n

Four variables carry most of the explanatory power in industrial Hispanic Market Research:<\/p>\n