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Connecting brands with Hispanic and Latin American voices

Cultural insights that bridge communities and drive market growth

Hispanic Market  Expertise

Unlock consumer behavior insights across diverse U.S. Hispanic communities

Hispanic consumers represent one of the fastest-growing and most influential markets in the U.S., with tremendous purchasing power and cultural influence that shapes mainstream trends. To connect meaningfully with this audience, businesses must go beyond language and embrace cultural understanding, recognizing values, traditions, and behaviors that drive decision-making.

We specialize in uncovering the true drivers behind Hispanic consumer behavior. Through a powerful blend of quantitative data and qualitative depth, we go beyond the numbers to deliver actionable insights that foster authentic connections.

Our comprehensive Hispanic and Latino focused market research services provide not only data, but also cultural intelligence and strategic solutions tailored to your business needs, helping you unlock long-term growth in this dynamic market.

Why Do Companies Need  Hispanic Insights?

Brands thrive when they understand culture, language, and community values

Cultural Relevance Matters

75% of Hispanics participate in traditions rooted in their family heritage. To connect authentically, brands must understand cultural values, behaviors, and trends

Diversity Within the Hispanic Market

Hispanics are not a monolithic group; their mindsets and behaviors vary based on cultural and demographic factors such as country of origin, acculturation level, age, and state of residence.

Beyond Translation Cultural Context is Key

Engaging with Hispanic audiences goes beyond translating existing campaigns. It requires a deep understanding of cultural nuances to ensure accuracy and relevance in marketing communications and product development.

The Power of Social Media

To truly resonate with Hispanics, brands must align their messaging and visuals with cultural touchpoints on social media

The Risk of Oversight

Brands that fail to consider cultural nuances risk missing the mark with their messaging, products, and expansion strategies.

Cultural Relevance Matters

75% of Hispanics participate in traditions rooted in their family heritage. To connect authentically, brands must understand cultural values, behaviors, and trends.

Diversity Within the Hispanic Market

Hispanics are not a monolithic group; their mindsets and behaviors vary based on cultural and demographic factors such as country of origin, acculturation level, age, and state of residence.

Beyond Translation Cultural Context is Key

Engaging with Hispanic audiences goes beyond translating existing campaigns. It requires a deep understanding of cultural nuances to ensure accuracy and relevance in marketing communications and product development.

The Power of Social Media

To truly resonate with Hispanics, brands must align their messaging and visuals with cultural touchpoints on social media.

The Risk of Oversight

Brands that fail to consider cultural nuances risk missing the mark with their messaging, products, and expansion strategies.

Latin  America Reach

We capture regional voices authentically

Beyond the U.S. Hispanic market, we bring extensive experience across Latin America. With trusted local teams and networks on the ground, we understand the unique cultures, nuances, and consumer dynamics of each country ensuring that our research reflects the voices of diverse communities across the region.

Real stories from clients whotrusted our team

See how our insights transformed strategies and business outcomes

Catalina N.Lider insights Humanos – Media Agency

Judith querida y Anita!!!
Mil gracias a ustedes por ser un buen partner y permitirnos llevar este estudio a otro nivel y entendimiento. Fue muy divertido aprender juntas de ese peruano agringado pero anclado a Perú en tantas cosas…
¡Un abrazo y mantengámonos en contacto!

Markus T.Director of Strategic Planning and Market Research

Director of Strategic Planning and Market Research
Thank you so much @Judith and @Ana for making this happen 🙏 I know it was a very challenging recruitment, and we are so thankful for all your efforts, flexibility and partnership throughout the project. Everything worked really well today, congratulations! 🙌👏

Mie M.

«We’ve worked with Wise Market Insights on a project focused on the US and Canada that required a very specific target audience. Not only did they meet our needs, but they also acted as true partners, showing great flexibility and collaboration throughout the entire project.»

Work with senior experts who simplify complex market decisions

Faster insights, smarter strategies, stronger results

We don’t just study Hispanic consumers, we understand their stories, traditions, and everyday realities. By blending quantitative data and qualitative depth, we deliver insights that go beyond the numbers and help brands create meaningful, authentic relationships with diverse Hispanic communities.

We help companies understand and connect with the U.S. Hispanic market, unlocking its full potential through insights that go beyond the surface.

We also guide Latin American businesses entering the U.S., helping them navigate the realities of the market and approach Hispanic consumers with clarity and cultural relevance.
While our core expertise is in Hispanic and Latino audiences, we also conduct general population research, giving our clients a complete perspective to compete and grow.
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Start your research journey with our expert team

Let’s uncover insights that fuel your brand’s next move

Answers to common research questions made simple

Get clarity on our process, methodology and client approach

Does Wise Market Insights conduct research among the general population?

Absolutely. While we specialize in Hispanic audiences, we also have extensive experience conducting research with a wide range of other targets. Our team is skilled in both qualitative and quantitative research among general populations.

We integrate AI across multiple processes to increase efficiency and enhance the quality of insights in both qualitative and quantitative projects. However, we firmly believe that human expertise is essential to truly understand our clients’ business challenges and to provide the right context for the results.

No. We prioritize human intelligence over AI. While we use AI to help summarize information and draft preliminary findings, the real value comes from our people. When you work with Wise Market Insights, you’re working with real experts who bring context, understanding, and experience to every project.

Yes. We support both B2C (business-to-consumer) and B2B (business-to-business) research, in both English and Spanish.

Virtual or in-person focus groups are at the heart of what we do. We also offer online interviews, digital ethnography, shop-alongs, mystery shopping, and short-term communities—flexible solutions that meet people where they are. Our experts craft the right approach for your audience, your goals, and your budget.

Absolutely. We have full capabilities to conduct research across Latin America and Canada. Our team has extensive experience in the region and a deep understanding of the cultural elements that shape how to effectively connect with consumers.

Yes. Our programming team can create a live dashboard using multiple platforms, tailored to meet each client’s specific needs.

Fresh perspectives on market research and insights

Explore trends, strategies, and tools shaping today’s business world

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Contact Wise

Juana CrespoCo Associate

Media research expert with extensive experience in marketing research, specializing in the U.S. Hispanic market and Mexico. Juana has held key roles atop organizations including Nielsen (since2004), where she led national Hispanic recruitment efforts and became a recognized leader in sample strategy; Univision (2014–2020), where she directed programming research and oversaw insights for a national cable network; and most recently, she led multicultural marketing insights projects for major broadcasters, streaming platforms, and film studios

Judith KujCo- Founder

With over 25 years of experience in global market research and advertising, Judith offers a unique 360° perspective on the industry, combining client-side insights with deep research expertise.
Specializing in the U.S. Hispanic and Latin American markets, she brings cultural sensitivity, strategic thinking, and a human touch to every project. Her strength lies in qualitative research, uncovering what truly drives behavior and transforming those insights into clear, actionable strategies.
Trusted by both clients and participants, Judith delivers research that not only informs but also inspires change. She has created strategic value and insights-based marketing communications across diverse industries in North America, LATAM, and Europe.
Passionate about exploring new approaches and opportunities tailored to each client’s needs, Judith balances her professional life with her roles as a mother of three young adults and as a writer of children’s books. She also enjoys arts, adventure travel, music, films, yoga, and sports.

Ana VanegasCo- Founder

Ana has 20 years of experience in market research, where she has led accounts across multiple countries and industries in the US and LATAM. She developed her career in Kantar Insights (Millward Brown), where she managed global and local accounts and helped brands connect with their consumers. Her portfolio includes clients like Diageo, Pepsi, Nestle, British American Tobacco, Pfizer, Mondelez, L’Oréal, and Alpina. 



After working in Latin America, she continued her career in the USA at a global market research firm where she led qualitative and quantitative projects for multiple clients across various industries. 



Her passion is to understand clients’ needs, find the best market research approach, and transform data into actionable insights creating opportunities for consumers and brands. 



Apart from work, Ana enjoys exercising and spending time with her family

Dial testing that capturesreactions in real time

Measure audience responses moment by moment to refine your message

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Would you like to see how it works? Please Click HERE 

Dial testing can be incorporated into qualitative and quantitative projects to capture participants’ intuitive, in-the-moment reactions. This allows researchers to understand what works and what doesn’t on a second-by-second basis, as well as the overall flow of the entire piece

Benefits

  • Captures opinions and perceptions in the moment while respondents are viewing or listening to something.
  • Allows respondents to provide feedback independently and anonymously in group environments.
  • Gathers continuous, second-by-second feedback over the course of viewing or listening to something.
  • Allows moderator and researchers to view dial responses in real time so that data can be used to drive deeper, more focused follow-up discussions with the group.