A new market research study has found that many major U.S. companies are ready and able to assist Spanish-speaking consumers who call with product questions.With an estimated market of 35 million Latinos and counting, that's a good thing. Oddly, however, the percentage of calls from these consumers remains very low.
Entrevista's two-part study initially involved calling 1000 Latino households to determine which companies they admired and how they would like to be treated by the businesses they patronize. After that research was completed, Entrevista turned the tables. Using mystery callers posing as Latino consumers, the company made multiple calls to the call centers of the 75 top advertisers to Latinos, as listed in Advertising Age's Annual Guide to Hispanic Marketing and Media.