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“MARKETERS WHO ARE STILL LUMPING Hispanics into a single category–or even attempting to apply traditional segmentation strategies to this fastest-growing-of-all U.S. population groups–may very well be missing important opportunities.
When Hispanics are asked to define themselves by racial/ethnic subgroups, the differences in income, purchasing intentions, brand preferences and media consumption are “a lot bigger than many might imagine and potentially quite significant for marketers,” sums up Joe Pilotta, vice president/strategy for BIGresearch.”
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