Deep Dive into America’s Top Latinx Markets
Qualitative Research Reports on behalf of Alma Agency
Copywriter, Lead Researcher
CHALLENGE
Supplement our agency and clients’ knowledge of the US Latinx consumer market nationally with knowledge of what’s unique and non-obvious about the local community in the country’s six-largest Latinx markets—all in order to strengthen local, city-specific Latinx campaigns.
STEP 1: SIX MONTHS OF DESK RESEARCH
Used quantitative consumer survey tools to compare local Latinx responses in each city and how they differ from Latinx responses nationally
Social listening of local Latinx twitter, instagram, tiktok, and reddit users
Since travel to markets wasn’t an option due to COVID, used Google street view to “walk around” the top Latinx neighborhoods in each market
Browsed one years’ worth of local press from each city
STEP 2: ID ESSENTIAL INSIGHTS, WRITE THE REPORTS
Led the team in identifying the main, most surprising observations about Latinx communities in each city and synthesized our observations into the most impactful lessons
Organized the reports into A) a sections for largest insights, and B) a “catalog” of the most Latinx-relevant locations, people, and events in each city
Wrote up six different reports and one overarching presentation to summarize our largest overall findings, nationally
When sharing with clients, drew out the main implications for their specific business
RESULT
The agency’s largest thought leadership output in over five years
Incremental scope in the form of localized campaigns from several clients