Case Study

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ThinkNow Hispanic Qualitative Research

Background: A Fortune 100 auto maker was looking to take the lead with multicultural consumers in the U.S. To do so, the brand team needed to better understand the unique needs and behaviors of Hispanic consumers as well as their perceptions of the brands offered in this category so they could build a relevant and connected end-to-end experience. Solution: ThinkNow created an integrated solution combining online discussion boards, in-person focus groups, and in-depth interviews. The approach was divided into three individual phases designed to start broadly on a national level via online discussion boards, allowing us to discover the “unknowns,” then use the learnings and apply them to more specific discussions through the next phase of in-person focus groups. In the final phase, we conducted in-depth interviews which focused on conversations around key influences impacting purchase decisions. Results: The results from the study have been groundbreaking for the auto maker. It not only gave them the direction they needed to create more relevant marketing messages, but also brought about additional awareness and revealed how many of their previous understandings and assumptions about this demographic were inaccurate and thus changed. The additional insight facilitated conversation among senior leadership about the opportunity that U.S. Hispanic consumers represented for the brand.   Download Case Study

December 1st, 2020|Case Study|

Hispanic Caregivers Study

Background A membership association needed to build a foundational need assessment of Latino caregivers, their experiences, journeys, and challenges. The research informed the association’s upcoming demonstration project within Los Angeles District 1 communities. The research objectives were to learn about caregiver needs and the current Hispanic/Latino experience, build a connected experience that meets the needs of the local community, and identify key levers that will drive the impact and relevance of the association’s programs. Additionally, innovative solutions were sought that can address gaps or improve the caregiver experience and replicate best practices by building out tools to be adapted into other markets.    Solution ThinkNow conducted an immersive, ethnographic study of 15 Stakeholders, 22 Caregivers (Low, Medium, High Acculturated Hispanics) and 9 Care recipients (Age range 57-90). Results ThinkNow’s insights enabled the association to strategize at the local level and more effectively direct its offering to other audiences across the country. Additionally, data from the ThinkNow study informed the association’s hypothesis as to what is needed in the Latino caregiver community and helped define the metrics used to measure success. Download Case Study

December 1st, 2020|Case Study|

ThinkNow Communications & Message Testing

Background: Campbell Ewald was tasked with determining if advertising used in past Covered California campaigns was still effective in encouraging uninsured Californians to sign up for health insurance via the state health insurance exchange. To do that, they needed a research partner to provide qualitative research to uncover and understand current perceptions of and barriers and motivations to getting health insurance through Covered CA among existing and new audiences. Solution: ThinkNow conducted 15 focus groups with segments in both Southern and Northern California targeting Hispanic, African American, and multi-segment audiences. We spoke to both insured and uninsured respondents as well as those that were subsidy-eligible and non-subsidy eligible. Focus groups were conducted in English, Spanish, and Bilingual. Results: It was determined that messaging used to communicate with remaining uninsured Californians needed to change.  The remaining uninsured Californians need insurance information to be communicated more explicitly. ThinkNow identified creative that was still effective, and others that were not. Campbell Ewald took these findings and used them to plan the 2016-17 Covered California marketing campaign. The campaign was nominated for an Ogilvy Award for Excellence in Market Research by the Advertising Research Foundation, ARF. Download Case Study

December 1st, 2020|Case Study|

ThinkNow Ad Council Creative Testing

Background One third of Hispanic students do not graduate on time with a standard diploma, which can have a severe short- and long-term impact on their economic security and health. Over 70% of Hispanic dropouts report dropping out of school due to a lack of support from their parents, which is a result of their low levels of formal education, lack of familiarity with the American school system, and feeling unwelcome at their children’s schools. Challenge NGL Media needed a research partner to test creative concepts for the Ad Council’s “No One Gets a Diploma Alone” campaign. The goal of the campaign is to motivate Latino adults ages 25-35 without a high school diploma to take the first step towards getting their high school equivalency (HSE) diploma and a better future. Solution ThinkNow conducted a quantitative research study to measure the effectiveness of three advertising concepts developed for the “No One Gets a Diploma Alone” campaign. We measured overall appeal, believability, message recall, likes/dislikes, motivation, and impact on their interest in pursuing a high school diploma. The study consisted of a nationwide survey of n=225 Hispanics 25 to 40 years of age who do not have a high school diploma or GED and are open to going back to school to get a diploma. Because this segment of the population can be difficult to research, we utilized a combination of online and mall-intercept interviews across the country. Since a large share of this population is known to be Spanish-Dominant and/or less acculturated, the survey was offered in English and Spanish. Results The research revealed that the “no one gets a diploma alone” messaging has strong appeal among Latino adults. It effectively communicates that they can

December 1st, 2020|Case Study|