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Developing an Emphatic Understanding of Hispanic and African American Shoppers
overview So, what’s a brand to do when their current base of customers is not really diverse, but they want to change that? How can they develop an empathic understanding of multicultural consumers, as well as uncover potential “blind spots” (they don’t know what they don’t know) about multicultural consumers? This was the challenge faced…
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Assessing Potential Hispanic Market Opportunities
overview Today, almost 20% of the U.S. population is Hispanic; by 2044, Hispanic people are projected to make up 25% of the population. And the median age of American Hispanics is young – just 27 years old compared with 42 for non-Hispanic whites. A multinational musical instrument manufacturer noticed these population trends and hoped Hispanic…
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Exploring E-Commerce Barriers Among Hispanic Shoppers
overview Although COVID-19 accelerated the adoption of online grocery shopping for many consumers, not everyone joined in at the same rate. Hispanic consumers, for example, did not adopt the trend at the same high rates as other ethnic groups. A leading food and beverage manufacturer looking to increase their online sales among Hispanic consumers wanted…
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Understanding an Untapped Hispanic Audience in the Financial Sector
overview How can a financial services organization reach and inspire a segment of Hispanic consumers who’ve historically struggled with financial health and haven’t always trusted financial institutions? A financial services organization approached C+R about conducting foundational research with this cohort. The client wanted to uncover financial attitudes and behaviors and develop strategies for better serving…
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