The Cultural Connection

Univision Consumer Insights Research has been studying the nuances and influence of Hispanic culture on consumer behavior for many years, and has now determined a concrete way of measuring U.S. Hispanics’ cultural connections. Earlier this year, the team embarked on a study with research firm Burke to explore the cultural connections of Hispanic consumers. With this survey data, it has created the Cultural Connection Index, a quantitative metric that identifies the relative importance of cultural influence based on family, heritage and community. Read the entire story at Ad Age.