Valderrama: Estamos totalmente convencidos de que hoy el hispano no es sinónimo de inmigrante, sino sinónimo de descendiente
Jose Luis Valderrama, President of Hispanic Group, spoke with PRODU to announce the recent opening of the new Hispanic Group Millennial Research Center, located in the corporate headquarters of the agency based in Miami, Florida. “We have been investigating a few years ago about the millennials, the new generation of leaders, and that is why we decided to invest heavily in order to have a center where we can do extensive research,” Valderrama said.The research center has four rooms used for focus group created for blogs and video. “What we want to do is to create a topic to reconnect with this new Hispanic us that exists today. It is a complete new plan, a new cultural recomposition, considering that Hispanics represent 25% of this new American culture,”he added. Valderrama also ensures that the agency remains focused with ultrasegmentation, niches and analysis of segmentation itself. “We are totally convinced that today Hispanic is not synonymous of immigrant but of descendant,” he said. In conclusion, the executive ensures that the research topic is a topic that everyone should be involved with. “If it is true that the research center is a major convenience to our customers, we also believe that some colleague agencies can come with projects that can enrich the knowledge of both.””We always investigate where the current is heading and what is the socio-cultural changes in order to communicate better. The market today is very dynamic and moves at a fast speed, so today we cannot stop to investigate,” he concluded.
