About

Hispanic Marketing Insights, LLC is a minority owned company founded in 2004 by Rafael G. Hernandez.

We help companies understand the Hispanic/Latino consumer by conducting marketing research studies and providing marketing consultancy. Our marketing research experience covers a broad range in the areas of: brand attitudes and usage, brand positioning, new or improved product development, advertising concept evaluation and market segmentation. 

For the past 23 years, Rafael has focused on Hispanic Marketing and Research and his experience started during his corporate assignments as a research advisor for Exxon/Mobil Latin America and later on as a research manager for Exxon/Mobil USA. Rafael's knowledge of the Hispanic consumer solidified when he became Director of Marketing for Fiesta Supermarkets, one of the premier Hispanic retailers in the US, and conducted numerous Hispanic research studies in collaboration with companies like Univision, Procter and Gamble, Frito-Lay, Coca-Cola, Unilever and Colgate.

In his current practice, Rafael has conducted research studies both in the US and Latin America in a variety of industries with all types of consumers as well as B2B. Rafael’s marketing, and knowledge of the Hispanic/Latino consumer and being fully bilingual and in tune with the culture allows him to completely understand clients’ research needs and maximize the effectiveness and value of the research studies.

Rafael is a member of the Qualitative Research Consultants Association (QRCA) and American Marketing Association. He received his undergraduate degree in Marketing from La Salle University in México City, México and an MBA in Marketing from The Ohio State University where he is a member of the Alumni Board of The Fisher School of Business.