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Understanding bi-cultural Hispanics segment to drive growth across key categories
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
The 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 The 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.
The 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.
Operational Impact
Quantitative Benefit
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