The Hispanic Persona Project at SXSW
March 9th, 2012
Posted by Jose Villa
44″>my session on the Hispanic Persona Project.
The Hispanic Persona Project provides insights for marketers eager to tap the ever-expanding Hispanic
population and its use of digital technology – Web, social media, mobile – to connect with family, friends and extended social circles. Hispanic marketers used customer research for decades to create segments that model the complex demographics of the U.S. Hispanic consumer. Similarly, software developers and digital marketers used ethnographic research to create Personas to understand the behavior and motivations of “users” to create optimal user experiences.
My session will present the results of a comprehensive primary research study combining Hispanic demographic segmentation with digital ethnographic research in the form of comprehensive digital Personas for the U.S. Hispanic consumer market.
In addition to presenting the results of our primary research (and providing visitors with a free copy of the report), we will be sharing in-depth interviews with Hispanics conducted as part of the research.
It’s like your own free focus group session on the
coveted Hispanic consumer.
Hope to see you there.
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