Cultural Insights for a Major Telecom Provider
Challenge
A major telecom provider wanted to better understand and connect with bilingual, Spanish-speaking audiences in the U.S. This group, often seen as already reached through general market or Spanish-dominant campaigns, required deeper insights to guide more relevant and inclusive messaging.
Approach
M/A/R/C®’s Horowitz division partnered with a major telecom provider and their agency of record to conduct a robust, mixed-method study exploring the psychographics and identity of bilingual Spanish-speaking consumers.
- Major quantitative effort
- Two rounds of focus groups, one focused on cultural attitudes and behaviors and the other focused on culturally sound creative and messaging
- In-home ethnographic videographies
Outcome
- The study underscored that the bilingual, bicultural segment of the Spanish-speaking U.S. market is not, in fact, adequately served by general market or Spanish-dominant advertising and marketing, because the messaging for each of those other segments of the market did not resonate with the bicultural realities of this target’s experience. Also, the research revealed that their bilingual, bicultural identity was seen as a unique superpower that gave them an edge socially, professionally, and personally compared to their Spanish-dominant or general market (English-only) counterparts.
- This insight inspired an award-winning campaign celebrating empowerment and authenticity.
- The research marked a significant shift in the strategic focus for this company. By targeting the bilingual, bicultural segment, the company was able to experience tremendous gains in consideration, sales, retention, customer satisfaction, and brand perceptions.