From time to time we like to share how the big ideas on our blog get translated into research engagements that help our clients. The following project leveraged multiple qualitative approaches to understand Hispanic consumer needs, preferences, and behaviors.
A leading global meat supplier was developing strategy for targeting Hispanic consumers for their variety meats brand. The company desire to understand motivations, triggers, quality indicators and the shopping experience. To develop future communication strategies the client wanted to understand how Hispanic consumers use these products to create authentic dishes.
W5 conducted in-home ethnographies and shop-alongs with Hispanic variety meats consumers. During the in-home ethnographies, W5 uncovered how participants relate to variety meats, what motivates purchase and which values and beliefs affect their shopping decisions. Shop-alongs were conducted at the participant’s local grocery store following the in-home ethnography, combining conversation and behavioral observation to uncover insights regarding in-store purchasing decisions, perceptions of displays and signage, and indicators of quality.
W5 determined that variety meats were an essential component of how consumers connect with family and Hispanic heritage. They like the quality of variety meats sold in non-Hispanic grocery stores, but struggle with their decreased availability compared to Hispanic carnicerías. W5 provided the client with key touchpoints throughout their variety meats shopping and identified the role of these products in consumers’ lives. Research results identified opportunities to re-launch existing products and develop new products and communication strategies that effectively resonated with Hispanic consumers.