Fast intelligence. Human expertise. One place.
Común Ground's exclusive U.S. Latino market intelligence platform.
Luz is built to amplify our human expertise. It acts as a strategic engine, processing complex cultural variables and modeling scenarios in real time. That gives your brand the agility to respond fast without losing the nuance that builds real connection.
THE PEOPLE BEHIND LUZ
Built by Human Experts, not algorithms.
Luz is maintained by the Comun Ground team, a group of researchers, strategists, and technologists with 25+ years inside the U.S. Latino market.
WHAT LUZ KNOWS
Real questions. Sourced answers.
Luz draws on a continuously growing library of curated research sources. Every answer reflects both the data and the cultural context behind it.
Sources include insights from Común Ground's 30+ years' experience in research, advertising, and strategy for the U.S. Latino market, and a curated collection of proprietary Común Ground studies, census and federal health data, peer-reviewed research, Federal Reserve reports, and other resources. Continuously updated by the Común Ground research team.
HEALTHCARE ACCESS
Why do Latino adults delay care even when they have coverage?
55% of Hispanic adults are inadequately insured. More than half skip care due to cost even with active coverage.
Source: Commonwealth Fund, 2024
FINANCIAL BEHAVIOR
How do Latino consumers relate to traditional banking?
Hispanic households are unbanked at nearly 5x the rate of white households at the same income level. Trust gaps and limited Spanish-language service are the primary drivers. Relationship building increases engagement and loyalty with banking institutions.
Source: Brookings Institution and Común Ground Research
HISPANIC GEN Z
What drives brand loyalty among Latino Gen Z?
Latino Gen Z does not separate cultural authenticity from product quality. A brand that understands and shows up culturally earns product trust automatically.
Source: Común Ground Research
CONSUMER BEHAVIOR
How do Latino households make purchase decisions?
Shopping decisions are made with the entire family in mind. Latino Gen Z may self-limit personal purchases to protect the family budget.
Source: Común Ground Research
Built for any brand or organization that needs to truly understand the U.S. Latino consumer.
Whether you work in healthcare, financial services, CPG, retail, automotive, media, or entertainment. If your brand serves Latino consumers, Luz gives you the cultural intelligence to do it right. Not just what the data shows. But why Latino consumers behave the way they do.
Brand and Marketing Teams
Your Latino consumers are the fastest-growing segment in your market. At Común Ground, our human experts and Luz give your team cultural depth with the agility you need. That includes the values, family dynamics, and lived experiences that explain the data.
- Understand the cultural drivers behind Latino consumer behavior in your category
- Pressure-test campaigns for cultural accuracy before launch
- Answer leadership questions about your Latino consumer strategy with sourced intelligence
- Identify what your competitors are missing about this market
Agencies and Consultancies
Your clients need a Latino consumer strategy. At Común Ground, our human experts and Luz give your team cultural depth, with the agility you need, to build one that goes beyond demographics.
- Pull sourced cultural intelligence for client briefs in minutes
- Walk into pitches with insights your competitor does not have
- Identify the cultural tensions a campaign needs to navigate
- Show clients the why behind Latino consumer behavior, not just the what
Luz is a data and insights tool, not a content generator. Every answer is grounded in vetted research maintained by practitioners with 25 years in the U.S. Latino market.
Comun Ground is a U.S. Latino market research and strategy studio. Understanding the Latino market requires more than data. It requires knowing the cultural context that explains the data as well as the family dynamics, responsibilities, generational tensions, relationship with institutions, and values that drive decisions. That knowledge comes from 25 years of direct practice in this market, not from algorithms. Every source in Luz's knowledge base is selected, vetted, and maintained by our team. Luz delivers not just what the data shows, but why Latino consumers behave the way they do.