Post written by Michelle Cuevas-Stubblefield, originally posted on Latina-ish Blog.

Hispanic marketing statistics can be found just about anywhere. But when you find what looks like quality data, always look deeper. The numbers you’re considering may look like what you’re after, but you need to ask yourself – do they meet my specific needs?

As you realize, the Hispanic community is not monolithic. It is a huge composite of many different groups. Hispanic survey data is heavily influenced by factors such as rate of acculturation, age group, country of origin and citizenship. Knowing how these differences impact on population data will improve your odds of successfully guiding your clients’ Hispanic marketing efforts.

If, for example, the survey group has too diverse a country-of-origin mix, or the age range was too wide or too narrow, the statistics may offer you little practical value. Learn how the data was collected – and from whom – to ensure that the statistics will truly be useful to meet your and your clients’ marketing objectives.