Hispanic Audience Measurement Requires Nuance. We’re Still Using Blunt Instruments

Marketers are eager to get the attention of fast-growing US Hispanic audiences. But measurement can get fuzzy fast. This measurement challenge also extends to other marginalized groups, but the Hispanic market is the most talked about by marketers because it’s the biggest audience, said Adriana Horowitz, who runs custom primary market research company Horowitz Research. […]

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