Getting to the heart of Hispanic women

Time Inc’s “People en Español” Spanish-language magazine aims to understand the changing roles and aspirations of Hispanic women in the US.

Its Hispanic Opinion Tracker (HOT) study has become one of the most respected sources of information about US Latinas. Building on our multicultural expertise and existing relationship with the magazine, we brought a more nuanced perspective to the 2012 HOT study. Our insights from in-depth interviews prompted the addition of a new index gauging how cultural self-perceptions affect Latinas’ relationships with brands.

Marketers now have a better sense of how the roles and attitudes of Hispanic women are changing.

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