The first phase of the project was the formation of a ‘leadership consortium’ made up of a mixture of prominent players from business, the arts, academia and medicine. They will be responsible for building the framework of the study, which will kick off later in the year.

Jacqueline Hernandez (pictured), chief operations officer at Telemundo, said: “Looking at the US Latino market, there is no question that this is a powerful consumer. It is also the fastest-growing segment made up of a variety of psychographic sub-segments. Together with Starcom MediaVest, this research project will allow us to gain unique insights into the US Latino consumer – their mindset, what they want, when they want it and how they want it conveyed.”

The study is based on similar Starcom MediaVest projects that examined the media preferences of the country’s African American population in 2007 and the Chinese community the following year.

Monica Gadsby, the CEO of Starcom MediaVest division SMG Multicultural, added: “Our mission is to spark the conversations that begin our exploration into the Latino experience in the US and really capture the richness of the community.”