To better understand brand preferences of Hispanic consumers across all available markets and geographies, the client leveraged Hispanic Insights Advantage, a point-of-sale-based ethnic segmentation module. The solution drives growth and brand equity through:
- Precise data science combined with an innovative new methodology of ethnic segmentation.
- Hispanic fact-based sales insights to all releasable markets, geographies and retailer accounts.
- Fully syndicated integration into IRI’s leading technology platform, IRI Liquid Data™.
By using the tool, IRI and the client identified Spanish-referred Hispanics as the top consumer of one of the client’s core brands across several core metrics:
- Dollar sales per buyer.
- Unit sales per buyer.
- Unit sales per occasion.
The client wanted to invest in Spanish-language television in order to capitalize on the popularity of its brand with the Hispanic consumer segment. In order to prove that the investment would yield a sufficient return on advertising spend, the client asked IRI to measure both word of mouth and brand effect for the Hispanic consumer, specifically brand recall, message recall and brand likeability. These statistics were then compared to ads aired on English-language television
IRI found that ads aired on channels such as Univision and Telemundo outperformed their English-language counterparts among Hispanic millennials in all the areas measured.