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Situation

While a major seasoning and flavors brand developed its strategies and tactics for the General Population (via a comprehensive segmentation study), it needed to identify marketable cultural differences and similarities among the Hispanic marketplace.

Outcome

C+R's LatinoEyes team adapted the existing Gen Pop segmentation study for a Hispanic audience. The study revealed that Hispanics' approach to meal planning, shopping, preparation, inspiration, flavoring/seasoning and brands doesn't really align with the Gen Pop. These difference are most prevalent among Unacculturated and Bicultural Hispanics, providing the marketing team with guidance for tailored and targeted messaging strategies.

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