Mexican Community Activations

Client

Food, snack, and beverage powerhouse

Role

Ethnography moderator, project manager, report co-writer

Methodology

9 diary studies, 5 ethnographic walkabouts, a 2-minute sizzle reel

Tools

Recollective Diary Platform

The Challenge

Previous ethnographic research conducted within Mexican Hispanic communities in major cities across the United States has yielded valuable insights into the cultural nuances, behaviors, and perspectives of this demographic. Building upon this foundation, a major food and beverage company took the opportunity to expand the research focus to Denver, Colorado.

The Solution

A three-stage qual methodology helped me get to the core of the daily lives, perspectives, and needs faced by Mexican communities in Denver.
 
This encompassed online diary studies, filmed in-home ethnographies, and 1-on-1 interviews with community leaders.

The study concluded with a 2-minute sizzle reel which identified the unique challenges and needs of Mexicans in Denver. The sizzle reel inspired new thinking and provided a strategic vision for strengthening carbonated soft drinks' role within the Denver Hispanic community.