case studies

Focus Group & Latino Outreach

Industry: Education
Market: Tennessee
Demographics: Limited resource Latino parents.

The quest: A university extension program seeks to expand its reach into Latino communities across Tennessee, focusing primarily on limited resource-Latino parents.


The need: Information about personal values, motivators and barriers to healthy eating and physical activity, and sources of information about healthy eating. Consumer feedback on printed materials previously created for the Latino community by the university extension program was also required.


The solution: 13 focus groups were conducted at 7 different venues familiar to the target consumer, such as schools, churches, and community centers. 


  • The sessions were conducted at locations that provided a safe and trusting environment for participants in order to ensure their attendance and engagement.


  • The approach for a non-traditional participant recruitment process that relied on relationships and grassroots efforts with Latino-focused community organizations was vital to bridge access to the target consumer in both urban and rural markets.


  • The insights gleaned were used to revise and improve current printed materials available in Spanish and inform the development of new materials and programs targeted to Hispanic consumers.


  • The results of the study demonstrated that targeting Latinos effectively requires more than simply translating collateral developed for the General Market into Spanish.


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