NEEDS ASSESSMENT
OBJECTIVE
A not-for-profit client wants to evaluate the feasibility of a science, technology and math after school program for underserved Latino students.
THE PROCESS
We integrated ourselves in the community, gained trust and built rapport with the respondents and executed on a creative hybrid qualitative and ethnographic approach.
DISCOVERY
The project validated the client's objective as it was widely accepted by the Latino community as the STEM program would reinforce school learning, maximize the opportunity of going to college and create entrepreneurship concepts through science and technology.
USER EXPERIENCE / VISUAL ENGAGEMENT
OBJECTIVE
Evaluate visual engagement before launching newly developed website for Latino pet owners.
THE PROCESS
We developed a hybrid approach intertwining qualitative, ethnography and semiotic collecting methods to measure Latino respondents' perception of usability, reward, focused attention, and aesthetics facilitating cultural interpretation.
DISCOVERY
We concluded that for each area of measurement, the client needed to customize visual attributes, including color, shape, symmetry, arrangement of visual elements and Spanish linguistics to maximize a cultural experience and intuitive navigation.
DIGITAL CONTENT BRAND COMMUNITIES
OBJECTIVE
Our client is in the health insurance industry servicing Latino costumers nationwide and wants to measure cultural content effectiveness in two brand communities in Facebook.
THE PROCESS
We used culture as an organizational tool to define the digital social ecosystem, and in a period of three months we analyzed conversations among members triggered by daily feeds from the brand.
DISCOVERY
Our creative approach enabled the brand to define and understand members' topics of interest, what subject matters trigger such topics of interest, what cultural elements made subject matters more relevant, and how the brand should juxtapose cultural aesthetic elements with Spanish linguistics to entice cultural interpretation and maximize engagement.
We also identified cultural subtopics created by members, we screened out the most relevant themes and activities and built clouds with them (topics, keywords and activities) for the brand to feed back to them.
LATINO CONSUMER ATTITUDE
OBJECTIVE
Our client is in the financial industry and wants to learn about Latinos' attitude toward spending, saving, and investing to justify market entry.
THE PROCESS
We designed and conducted a nationwide project, including qualitative, ethnography and semiotic collecting methods with unacculturated and acculturated Latinos in addition to U.S. Hispanic born respondents.
DISCOVERY
Our findings demonstrated that the Latino/Hispanic consumer market is viable for financial products based on target market. Moreover, our cultural insight discovery ignited the development of an integrated marketing communications campaign to create awareness for saving money, saving for retirement, investing, asset investment and management, and spending money intelligently.
PRODUCT NAMING
OBJECTIVE
Our client is in the TV entertainment industry servicing Latinos nationwide and wants to test a new product name.
THE PROCESS
We intertwined qualitative collecting methods with semiotic analysis to determine what, how and why the concepts facilitated cultural connection with unacculturated, acculturated and U.S. Hispanic born respondents. The project was conducted in Spanish and English.
DISCOVERY
Our findings empowered the brand to modify the initial aspirational concepts by names that alluded to the functional benefits of the product as it was more culturally appealing to the Latino respondents.
In addition to renaming the product in Spanish, we inspired the advertising agency of record to create a nationwide advertising campaign in Spanish for TV, online, radio, social media and print.
PRODUCT USAGE / DAY-IN-THE-LIFE
OBJECTIVE
Our client is in the cleaning products industry and wants to know if their extension poles for interior and exterior cleaning have an opportunity in Mexico.
THE PROCESS
We spent time with cleaning product users at home in Mexico City, Guadalajara, and Guanajuato to gain a better understanding of cleaning activities and local product usage.
DISCOVERY
By defining the cultural context for Mexican homeowners conducting cleaning activities on a daily basis, we identified personalized cleaning rituals associated with local cleaning products, who conducted the cleaning at home, and more importantly, we identified the gaps in which our client would enjoy an advantage over the local offerings.
Based on our cultural insights' discovery, the client developed a product differentiation concept and entered the Mexican market through major local DIY retailers.