C5i Case Studies Understanding bi-cultural Hispanics segment to drive growth across key categories

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	Understanding bi-cultural Hispanics segment to drive growth across key categories C5i

Understanding bi-cultural Hispanics segment to drive growth across key categories

C5i

Technology Category	Analytics & Modeling - Big Data Analytics Application Infrastructure & Middleware - Data Visualization
Applicable Industries	Consumer Goods
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Data Science Services
Challenge	The client, a leading consumer products company, wanted to develop an in-depth understanding of the bi-cultural Hispanic segment in the US, which was expected to grow from 13% of total US households in 2014 to 35% by 2030. The aim was to define strategies and tactics to drive current and future growth in key categories such as oral care, home care, and personal care. The existing research included a mix of commissioned research and external partner-led research studies. Read More
About Customer	The customer is a leading consumer products company. They operate in the consumer goods and services industry. The company was interested in understanding the bi-cultural Hispanic segment in the US, which was projected to grow significantly in the coming years. The company wanted to leverage this understanding to drive growth in key categories such as oral care, home care, and personal care. They had a mix of commissioned research and external partner-led research studies at their disposal. Read More
Solution	Blueocean Market Intelligence approached the challenge by first conducting a literature review, which included a brief description of each of the source reports and key information areas. Based on the business questions and the information availability from the source reports, Blueocean Market Intelligence came up with a report strawman (report storyline). They then synthesized presentations/reports from existing research on bi-cultural Hispanics to close some of the knowledge gaps that existed and answer what, so what, and now what questions. Each category report covered the following areas in general: attitudes and behavior path to purchase, media consumption habits and digital behavior among Hispanics/bi-cultural Hispanics. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Big Data Analytics

Application Infrastructure & Middleware - Data Visualization

Applicable Industries

Consumer Goods

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

Challenge

The client, a leading consumer products company, wanted to develop an in-depth understanding of the bi-cultural Hispanic segment in the US, which was expected to grow from 13% of total US households in 2014 to 35% by 2030. The aim was to define strategies and tactics to drive current and future growth in key categories such as oral care, home care, and personal care. The existing research included a mix of commissioned research and external partner-led research studies.

About Customer

The customer is a leading consumer products company. They operate in the consumer goods and services industry. The company was interested in understanding the bi-cultural Hispanic segment in the US, which was projected to grow significantly in the coming years. The company wanted to leverage this understanding to drive growth in key categories such as oral care, home care, and personal care. They had a mix of commissioned research and external partner-led research studies at their disposal.

Solution

Blueocean Market Intelligence approached the challenge by first conducting a literature review, which included a brief description of each of the source reports and key information areas. Based on the business questions and the information availability from the source reports, Blueocean Market Intelligence came up with a report strawman (report storyline). They then synthesized presentations/reports from existing research on bi-cultural Hispanics to close some of the knowledge gaps that existed and answer what, so what, and now what questions. Each category report covered the following areas in general: attitudes and behavior path to purchase, media consumption habits and digital behavior among Hispanics/bi-cultural Hispanics.

Impact #1	The final deliverable was well-received by the client and leveraged as a key resource for understanding bi-cultural Hispanics’ behaviors and attitudes, media preferences, purchase behaviors, and product preferences.
Impact #2	The output helped the client to define strategies and tactics to drive growth in each of the categories.

Impact #1

The final deliverable was well-received by the client and leveraged as a key resource for understanding bi-cultural Hispanics’ behaviors and attitudes, media preferences, purchase behaviors, and product preferences.

Impact #2

The output helped the client to define strategies and tactics to drive growth in each of the categories.

Benefit #1	Hispanics increasingly shop and research about products online – about 63% of Hispanics use mobile devices to check prices, product information and inventory
Benefit #2	Hispanics have a higher preference for Spanish language media content compared to English; however, use of English-language TV, email, and social media increases with acculturation
Benefit #3	Hispanics are more oral health conscious than nonHispanics and state higher levels of in-home oral care routines

Benefit #1

Hispanics increasingly shop and research about products online – about 63% of Hispanics use mobile devices to check prices, product information and inventory

Benefit #2

Hispanics have a higher preference for Spanish language media content compared to English; however, use of English-language TV, email, and social media increases with acculturation

Benefit #3

Hispanics are more oral health conscious than nonHispanics and state higher levels of in-home oral care routines

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Overview

Understanding bi-cultural Hispanics segment to drive growth across key categories

Operational Impact

Quantitative Benefit