Exploratory research methodology is based on the illustration’s overarching premise. Values are the foundation that determine lifestyle, aspirations and define importance thereof.
Lifestyle dictates needs, and aspirations dictate wants. In turn, these affect the product categories, stores and brands Hispanic consumers seek to successfully fulfill their lifestyle.
Benefits sought affect the product attributes they desire.
Attributes and benefits sought affect channel and brand decisions.
Focus will be primarily on need states that the company can fulfill presently, those no longer fulfilled and on identification of opportunities.
Considering the cycle leads to more effective higher-order-based learnings.
Finding the “insights intersection” is critical in facilitating effective concept development and subsequent creative development that connects the brand to the consumer in a relevant way and speaks to them in their language.