ENFOQUESM
Step One: Discover
Case Study
Here's how we helped a client Discover
their Hispanic consumers.
Situation
A consumer packaged goods company hired a Hispanic ad
agency to develop a marketing program for one of its
key, well-known cleaning product brands. The company
and agency agreed on an advertising platform based on
preliminary data from other sources. Although the ad
tested very well and met all necessary standards, after
it ran for a year, sales and brand awareness remained
flat.
Solution
MRSI was asked to help. We designed an innovative qualitative
program based on in-home interviews, product usage with
diaries, and follow-up focus groups. Through this program,
we helped the client Discover consumer
hot buttons for this product.
Result
Research found that the original strategy was completely
off because the attribute on which the ads were based
was neither the most relevant nor the most emotional
to Hispanics. A new campaign focusing on those more
important attributes was developed and ran with much
success.
Back
to ENFOQUE Step One: Discover
Learn more about how ENFOQUE can help you today!
ENFOQUE Step
Two: Explore Case Study
Here's how we helped a client Explore
positioning for their Hispanic consumers.
Situation
A manufacturer of a food product common among Hispanics
had successful distribution and sales among Hispanics
on the West Coast and Central United States, yet the
company wanted to identify additional opportunities
in other areas of the United States and in other market
segments.
Solution
MRSI developed a quantitative research program designed
to Explore opportunities for the client
among Hispanics as well as the general market. Research
focused on assessing different products being used now
and obtaining reactions to different product concepts.
The research also considered effects of acculturation
on usage and product appeal, something the client
had not even considered.
Results
The research identified specific products and messages
that should be incorporated into the client's advertising.
Specifically, MRSI determined the best positioning was
to leverage a key ingredient used to manufacture the
product. Consumers were familiar with this ingredient
and it communicated authenticity - a critical attribute.
Moreover, using trend secondary data provided by the
client, we recommended a product line enabling them
to lead the trend.
Back
to ENFOQUE Step Two: Explore
Learn more about how ENFOQUE can help you today!
ENFOQUE Step
Three: Grow Case Study
Here's how we helped a client Grow their
share in the Hispanic market.
Situation
A service provider advertising through different media
channels tracked the success of its Hispanic advertising
along with general market advertising and wanted to
better understand overall advertising effectiveness
and growth opportunities.
Solution
MRSI developed a tracking study designed to highlight
different areas in which to Grow the product.
Our unique design enabled not only comparison to general
market data, but also comparison to previous years ...
before the company even worked with us.
Results
We identified the effectiveness of the client's advertising
program and went beyond the scope of the research to
track which products were most appealing to Hispanics
compared to the general market. The client was then
able to direct more advertising focus on the products
that fared best among Hispanics and the general market.
Back
to ENFOQUE Step Three: Grow
Learn more about how ENFOQUE can help you today!
Contact us today!
Numerous clients at different stages of market development
and understanding have benefited from MRSI's Hispanic
marketing research solutions. From preliminary consumer
understanding to tracking awareness and usage, we've
guided them with ENFOQUE.
MRSI can help you throughout your
Hispanic marketing research process as well. Call us
at 513-579-1555 to Discover
your Hispanic audience, Explore
how best to reach them and Grow
your business among those Hispanic consumers. Or,
use our online form to quickly request
additional ENFOQUE information right now!
Plus, if you have additional Hispanic
research questions check out our Hispanic
Research FAQ.
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