As MillerCoors strives to grow its share of preference for beer drinking occasions, multicultural consumers are of critical importance, including the Hispanic market.
Clearly it’s not enough just to translate general ads into Spanish. Brand management at MillerCoors needs accurate and insightful information on what drives Hispanic beer drinkers to choose one brand over another and, thus, what types of ads are most effective. Plus, this research must avoid the many missteps and “all too easy” analytic traps that accompany one-size-fits-all research approaches.
In this presentation, MillerCoors shares its hard-won lessons on best practices for Hispanic insights development. These lessons includes the hits as well as the near-misses experienced by the Insights and Brand teams as they’ve learned this market. Our results illuminate the many-faceted Hispanic market and can help you, too, to drive better advertising performance.
Attendees will learn:
1. How to design questionnaires to ensure accurate and actionable insights are gained from Hispanics across all acculturation levels, including wording best practices
2. How to avoid analytic traps that cause misunderstandings about the Hispanic consumer and that can lead to incorrect conclusions
3. How translation issues can seriously damage both survey response accuracy and advertising effectiveness
4. How to uncover true drivers and motivations for Hispanic consumers that will enable brands to engage and persuade this important and growing target
MillerCoors shares learnings in insights development for Hispanic consumers, including research and analytic traps every Researcher should avoid