At Insights in Marketing, we believe great research doesn’t just uncover insights—it amplifies voices. And during Hispanic Heritage Month, we’re turning the spotlight on one of the most vibrant and influential voices in America today: the Latinx community.

From driving cultural trends to shaping household buying decisions, Latinx consumers are not just participating in the marketplace—they’re powering it. For marketers and researchers, that means it’s not enough to include this audience as an afterthought. It’s time to make Latinx representation central to how we explore, engage, and understand the world.

The Rising Influence of the Latinx Market

With over 63 million people in the U.S., the Latinx population is the second-largest ethnic group in the country. Their collective buying power? North of $3.4 trillion and growing fast. But numbers alone don’t tell the full story. Latinx consumers are trendsetters in entertainment, food, beauty, and tech. They’re redefining identity, language, and culture—blending traditions with innovation.

Yet too often, market research fails to reflect this complexity. Stereotypes, outdated segmentations, and one-size-fits-all approaches don’t cut it anymore. What we need is research that celebrates nuance, language diversity, generational differences, and intersectionality.

Why Inclusive Research Isn’t Optional—It’s Essential

Good research is only as good as the people it represents. If Latinx voices are missing or underrepresented, brands risk missing major insights—and with them, major opportunities. Whether you’re launching a new product, testing messaging, or refreshing your brand strategy, your findings won’t be accurate or actionable unless the sample reflects the real market.

At Insights in Marketing, we’re passionate about reaching people where they are, in ways that make them feel seen and heard. That means:

  • Culturally aware methodologies that recognize intra-group diversity—across countries of origin, language preferences, and acculturation levels.
  • Bilingual moderators and materials that let participants express themselves fully and authentically.
  • Recruitment strategies that prioritize representation and trust, especially in hard-to-reach segments.

Celebrating Contributions—and Making Space

Hispanic Heritage Month is a time to honor Latinx contributions to American society—from arts and politics to science and entrepreneurship. But it’s also a moment to ask how we, as researchers and marketers, can do more.

Can we listen better? Can we build more inclusive panels? Can we design research that invites storytelling, not just data points?

Our answer is yes—loudly and proudly. And we’re not waiting for a special month to start. This is ongoing, necessary, and deeply impactful work.

Insights That Reflect Real Life

If you’re designing your next study, launching a campaign, or simply thinking about who you want to connect with—think Latinx. Not just because it’s Hispanic Heritage Month. But because when we reflect the true richness of our market, we all benefit.

Let’s create research that resonates. Let’s uplift voices that matter. Let’s make insights that shine.