The quest: An advertising agency serving the legal sector wished to expand the geographic footprint for two of its brands - one aimed at Spanish-speaking Hispanics and the other at the general population.
The need: For the agency to grow its brands and expand its audience, it needed a deeper understanding of the market and its target audience to strategically plan media and messaging.
The solution: ThinkNow conducted a segmentation study designed to:
The study consisted of n =1,500 interviews among the general population, n=1,200 among Hispanic consumers, and an oversampling of n=200 African Americans. The methodology featured of a mix of online and intercept-to-online, the latter used primarily to reach less acculturated Hispanic consumers.
The insights from this segmentation study resulted in insights that assisted the agency with the following: