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.