There's a common perception that Latino Americans are the next generation of great U.S. consumers. That notion, however, isn't entirely true and marketers who cling to this "consumers of tomorrow" mindset will surely miss out on developing important connections within the influential Latino market today. Though marketing to Latinos is a minefield of complexities--including sensitivities surrounding the use of labels such as Hispanic etc., it's clear that one of the most effective ways to reach Latino consumers is through social media. 

With virtually unrivaled buying power and an ever-growing presence in the U.S. economy, Latin Americans have been a formidable consumer segment for years. The financial services industry, in particular, has benefited from the Hispanic population as Latino consumers have been one of the few bright spots in an otherwise dreary picture for issuers of credit cards. Level of acculturation is one of the biggest factors determining use of financial services by Latino Americans.

For an increasing number of American women, marriage in the 21st century exists as more of a "capstone" rather than a "cornerstone". In essence, marriage has become something women do after they've accomplished their educational, professional, and financial goals, instead of serving as the foundation for their foray into full-fledged adulthood as was often the case with women in generations past.

"The African American male is the most imitated person on earth." Such is the infamous assertion of comedian and social critic Paul Mooney. You'll have to pardon Paul's hyperbole, but there's always a grain of truth in the best observational humor, and indeed African American males have been long regarded as trendsetters in the consumer retail sector.

Children have long held sway in regards to purchases made by the average American household--especially in regards to food and beverage products. Recent years, however, have seen moms' purchasing decisions increasingly influenced more by the internet and social media and less by the mouths of babes. According to market research publisher Packaged Facts, U.S. moms and the $200 billion they spend annually on food alone for their households are now so tuned into blogs and mobile apps when making purchasing decisions that marketers have had to significantly change how they engage moms as shoppers.

After you have determined whether your new product idea or service is viable for starting a new business, the next step is to figure out what consumer segment is most suitable for taking a product to market.  Your market research process is a major contributor to starting a new business.

In the instance of our case study product, the Dynamic Ingredients Dispenser (DID), we already have a clear sales strategy: the home consumer market. As a result, the next step is to get more granular and figure out whom the real target in the market is.

America is nothing if not a nation of resiliency. Our economy's dynamic convalescence during and after the recession has added to America's long, storied history of triumph amidst adversity. Consumer market studies echo that sentiment.