This Hispanic marketing professional has utilized customer research for decades to create segments that model the complex demographics of the U.S. Hispanic consumer. Likewise, software developers and digital marketers have used ethnographic research to create Personas to understand the behavior and motivations of “users” in an effort to create optimal user experiences. In this unique session, Jose Villa, President of Sensis, will present the results of ground-breaking research conducted by his agency that combines Hispanic demographic segmentation with digital ethnographic research – in the form of the first ever comprehensive digital Personas for the U.S. Hispanic consumer market.
However, this session will give participants an unprecedented opportunity to map research to the real-world – in the form of an interactive panel with 10 Hispanic consumers. These panelists, the real stars of the session – will map directly to the Persona research and provide participants to opportunity to ask the questions they’ve always wanted answered about Hispanic use of digital media, including technology adoption, mobile usage, and social media activity.
The live Hispanic panel, consisting of 10 English-, Spanish-speaking and bilingual consumers, will be on stage for 70 minutes, answering moderator questions for 10 minutes and then attendee questions for the last 60 minutes. All attendees will also be given a copy of the Sensis Hispanic Digital Personas research report.
In this session, participants will:
Get be the first to see the results of a ground-breaking Hispanic ethnographic study into their digital behavior and motivations
Have the unique opportunity to interact with live consumers that reflect the changing Hispanic market landscape
Gain consumer-driven insights into some of the most important questions concerning Hispanics and digital media, providing agencies, marketers and other communicators an a new level of understanding of Hispanics in the digital world
Zandra Zuno, GolinHarris
Jose Villa, President of Sensis
Soy un cubano running an ad agency (@SensisAgency) in LA and DC. My rants, geeky musings y filosofia de mercadeo. Follow me, you might learn something... bio from Twitter
Marcom/branding expert & Multicultural practice lead @GolinHarrisMC Foodie, globe trotter, art lover, Sunday AM news junkie. Views are my own. bio from Twitter
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