Over-indexing on research

Nothing connects me more quickly and directly to consumers than qualitative research. With huge databases of consumer information like Simmons, I can hone in on your target market’s demographics, psychographics and purchase habits fairly accurately. I can see whether or not the consumers in question are “tech-savvy,” brand loyal, and which brand of shampoo they buy most often. I can even see how many of them agree with the statement “Real men don’t cry.” But numbers and percentages without a face behind them are destined to remain as such. Dry, unemotional, uninspiring.

Qualitative research, on the other hand, lacks the statistical significance of quantitative research but provides something that numbers can’t: a story. Lots of them, actually. Each ethnographic method, whether focus groups, ethnographies or something else, helps us understand not so much what people do, but rather why they do it and how they feel about it. It allows us to connect a seemingly small decision or behavior to larger values and ways of seeing the world.

For me, qualitative research serves more than a market research/career function. Hearing other people talk about their families, their struggles, and even why they listen to a particular radio station reminds me that all of us have an interesting and inspiring story to tell. An undocumented car salesman with no social security number in Houston tells of paying taxes because it’s the “right thing” to do and because he hopes his good behavior now will be recognized in the future with a chance at US citizenship. A daycare worker in Miami has tears in her eyes as she remembers the moment her son entered high school in the United States and she realized she was never going to be able to return to live in Venezuela. These are the stories that move me, that help me put faces behind the percentages and indexes we rely so heavily on.

I think it is very important that AHAA is celebrating its 10th anniversary. Somehow I feel I’ve seen it grow. In 2004, only 3 years ago, Naida Saavedra and I conducted our first project in Hispanic marketing interviewing people in the agencies to understand how they saw the market was evolving and how they adapt to that change. At that time there were less than 60 agencies members of AHAA. Today there are 100.
I think the report Holly and I wrote in collaboration with Dr. Korzenny analyzing the content of TV spots was released in a good time. In that study we discussed that TV spots targeting to Hispanics are doing a good job in many senses, particularly in that they have moved away from using stereotypical representations of Hispanics, such as the typical mariachi or the salsa dancers. There is something that grabbed my attention, though. Look at the messages used by 2 of the agencies to congratulate AHAA. ¿Será posible que evitar estereotipos se pueda convertir en un estereotipo? Let’s keep our eyes open.

mi link favorito de hoy

http://wordpress.com/tag/planner-of-the-week/

I'll try to find the time to read these interviews. they look good.

Advertising to Hispanics, what the ads say.

Al parecer la combinación de Miami y vino hace que seamos productivas. Hoy finalmente terminamos el reporte del análisis de contenido en el que hemos estado trabajando junto con el Dr. Felipe Korzenny desde hace….uummm…más de un año. Aquí incluyo el sumario de este estudio que analiza diferentes aspectos de los comerciales de televisión dirigidos a hispanos en los Estados Unidos. El reporte completo estará disponible muy pronto en la página web del Center for Hispanic Marketing Communication. Alli tambien puedes encontrar otros estudios interesantes que hemos generado. Visita
http://hmc.comm.fsu.edu

ADVERTISING TO HISPANICS: WHAT THE ADS SAY
A CONTENT ANALYSIS OF PORTRAYALS, COMMUNICATION DEVICES AND EXECUTION
BY
Inglessis, McGavock, Korzenny (2007)

EXECUTIVE SUMMARY

Our curiosity about the growth and sophistication of the Hispanic marketing industry led us to investigate how agencies are constructing their messages in advertising. We collected 369 TV commercials available in the web pages of AHAA member Hispanic advertising agencies and analyzed them critically by means of a content analysis. This report summarizes our main findings about what agencies are doing in terms of portrayals, persuasion strategies and execution.

The “portrayals” section contains analyses of the characters present in the advertisements, their gender, age, race, social roles, dress, and their relationship with the product or service (spokesperson). The findings show that most of the characters in commercials are people, aged 20 to 29. There were equal numbers of male and female characters, who were also found to be mostly “brown” and “white” in race, with undefined social roles, and dressed with weekend casual clothing. Also, we found that characters generally don’t act as a spokesperson for the product because in the majority of the commercials a narrator (voice over) serves as a spokesperson. In terms of portrayals, we suggest that agencies consider increasing their use of more non-human characters, match their characters’ races more accurately to the current makeup of US Hispanics, increase variety of identifiable professions both in male and female characters, and vary the types of dress to represent many different lifestyles.

We also looked at the persuasion strategies, analyzing the use of product benefits and attributes, communication devices and the values portrayed in the advertisements. We found that more than half of the commercials advertised the function al benefit of the product. Also, almost 60% of the commercials used visual and oral explanations to tell consumers about the product. More than half of the commercials used humor. Only 27% of the commercials used metaphors as a communication device. When we looked at the values portrayed in the advertisements, we found that the more prevalent values were enjoy life, collectivism and wisdom/education. Values that were expected to appear with a greater frequency include respect for elderly, masculinity and femininity. We propose that advertisers take advantage of the power of metaphors and other less concrete form of communication, particularly when the target market is already familiar with the product or services advertised. Also, there are a variety of values known to be important in Hispanic culture that advertisers could exploit more.

Finally, we analyzed various aspects of the execution of these commercials. We found few stereotypes perpetrated in the advertisements and their soundtracks. . Approximately 40% of the commercials had instrumental, non-regional rhythms as music. Stereotypes traditionally related to Hispanic media such as the Latin lover or harlot were not present. In terms of settings, almost half of the commercials used a room in the house as the setting. Marketers should be aware of the danger of wearing out the notion of family and home in Hispanic advertising.

Why Hispanics aren't a virus...

Maria Gracia and I were involved in a project with AHAA over the summer. Over the course of about 5 months, we developed what is now being called the "Latino Identity Project." In a recent chat, we discussed our involvement and excitement in the project.

maria gracia says:
hola joli, let's start the post about our story about the AHAA project
hollina says:
sounds like a plan. I remember you were in Venezuela when Dr. Korzenny called me about the project. I must have sent you 5 emails, saying "Call me asap! I need to know if you want to do this project!" So I was glad when you came back and DID want to do it. I think we're a good team, even though I didn't really know what the project was about.
maria gracia says:
yes, I remember, I couldn't get back to you sooner because I was in the road in wild Venezuela. I remember that when I saw the first draft explaining what the project was about and who was going to be involved I got excited. I remember that I had seen the account planner in an AHAA conference and that they were fascinating people and then I say their names there...I thought, great what an opportunity. I also saw the names of Arlene Avila and Padilla. And working with you is always good, we make a good team
hollina says:
I was just doing it for the money. (jejeje) You're right. When they explained that they wanted us to scour the academic literature, and use it to define the "pillars" of Latino identity, I got very excited. It's nice to know that everything we were doing at the University wasn't in vain. We had already started something like that with the annotated bibliography.
maria gracia says:
Yes, I always enjoy that part of a project, the preliminary research. Just exploring what is out there, where to find materials that are relevant in the less obvious sources like researching health, psychology, sociology, education journals and finding new perspectives about issues. I also remember that it took us a while to understand what the famous "pillars" or "points of engagement" were.
hollina says:
well, granted we did have Dr. Korzenny's book to guide us as well. How many of the now infamous "pillars" did we originally have? It was something like 15, right?
maria gracia says:
yes. we explored the basic and classical cultural dimensions like time perception, gender, individualism/collectivism and also what Dr. Korzenny developed as the cultural archetypes
and also aspects of acculturation stress, body image, self-esteem...even rasquachismo.
Collectivism Familismo External attribution Decision-making Interpersonal Orientation Time Uncertainty Avoidance Ethnic identity and self-esteem Health Machismo Marianismo Immigration stress Education
hollina says:
yes....when we went to Chicago for the first meeting with the planners, we had anticipated, what? an hour-long presentation? but there was so much conversation going on about everything...it must have lasted a couple of hours. In the end, though it was good to know that we were all on the same page.
maria gracia says:
the conversation was so dynamic, everybody was very into it, I really felt we had done a good job when one of the planners (which by the way are so cool) said..mmm interesting , I've never thought about that in that perspective..his face really showed that we had tapped into important insights in a sharp way...that was energizing
hollina says:
definitely. you know, sometimes I think it's about taking a step back and looking at things from a different perspective. I think we had to do the same thing when they asked us to narrow the "pillars" down to four and to come up with a visualization!
maria gracia says:
yes, but it is amazing, it was like going to the beginning, having to reduce the concept and coming up with a model was like going back to the basics , in other worlds, going back to the simple minimalist concepts...time, gender, individual vs. social perception, and spirituality vs. rationality
hollina says:
The visualization was what took the longest. We had to find something that had basic structural characteristics, with the ability to change and mutate according to the surroundings, and something that also came in different shapes and sizes....and so we happened upon the VIRUS. Maria Gracia, we should have known....


maria gracia says:
jajaja, we were all proud of our model. actually I still think it is a very good way to visualize what was needed. We never thought that using that cellular-virus like organism was going to be controversial among the planners in AHAA. We didn’t consider that the negative connotations of a virus (spreading in a destructive way) was going to be activated in their minds. We tried to emphasize the features you just mentioned...basically the organic nature of that "entity" that was the Latino cultural entity in a microscopic metaphor (over)
hollina says:
I still think that objectively it was the best way to visually represent what we were trying to say, but I understand their hesitation. Can you imagine what the AHAA program would have looked like? I was a little disappointed, but not shocked, when they asked us for another representation. You had the heart idea in your back pocket, thank God.
maria gracia says:
yes, actually we sent them 3 different visualizations (insert here link to visualizations) and Gary Bonilla suggested that the HEART was a good one...I don't remember exactly how the idea was finally crystallized (it was a brainstorm and ideas become collective) I also remember that they also said that using a heart was good because of the emotional metaphor -- el corazon del consumidor, el corazon latino, emotions, feelings, deep, etc
hollina says:
well, it had the same basic characteristics we were trying to promote with the virus...the four chambers, the blood, the core, the interaction with other parts of the body, etc. All in all, I think that we did a pretty fantastic job. It's still odd to me to get emails alerting me to this "groundbreaking" new study...which I then see is ours. That feels good, huh?
maria gracia says:
absolutely, It felt so good to see the actual impact that our research and visualization had into the final product.
hollina says:
I agree. Collaborating with the account planners and bouncing ideas off each other was very stimulating too. (Must have been, now I'm working for one of them!)
maria gracia says:
jajaja sure, I hope I can work with you guys someday too. I was also remembering that the first metaphors we used was a full body X-ray with a heart...we image was the combination of medical invention with I don’t know what
maria gracia says:
hey, let's post both power point presentations…or do you think they have copyrights on that research? (ahaa, I mean)
hollina says:
I can't imagine so. Let's be fatalistic and post them and if we get sued then.....we'll figure it out. We always do, right?

The New Mainstream

It’s no longer enough to know who people think they are; we need to understand who they want to be. New Mainstreamers seek brands, products and services that affirm their sense of self-worth and well-being and validate their personal definition of the American Dream. –Guy Garcia, The New Mainstream


What we buy says a lot about who we are, and who we are often defines what we buy. In his book The New Mainstream: How the Multicultural Consumer is Transforming American Business, Guy Garcia explores the impact that the multicultural consumer has had on American business in recent years. Garcia presents convincing evidence that Hispanics, African Americans, Asians and other ethnic consumers have profoundly influenced and changed today’s American economy. Also interesting is Garcia’s assertion that these groups have led many consumers, including non-Hispanic whites, to reevaluate the significance of their purchase decisions. Instead of simply buying products which fulfill basic needs, American consumers are now looking towards the brands they choose as a source of meaning and identity.

Garcia points out that immigrants and members of the various ethnic groups which make up the US population have been able to adapt to US mainstream culture while still retaining their own unique cultural values and traditions. He notes that these groups have a “dual desire to assimilate while also maintaining cultural identity, priorities and pride” which is “not dissimilar from other groups who came here as immigrants” (132). It is this duality, Garcia states, which has allowed our country to flourish. “From the Scottish family whose fifth-generation American men wear a kilt on their wedding day, to the Chinese American family who celebrates Chinese New Year, maintaining cultural traditions while assimilating is what has made this country such an incredible, diverse place” (132).

These cultural traditions now serve as more than just a way for ethnic groups to remember and celebrate their heritage. In today’s society, these traditions, including food, music, film and dress, are being appropriated by members of other ethnic and cultural groups. The “New Mainstreamers,” as Garcia names them, are now constructing their identities out of the cultures of many different ethnic groups. “Members of this group…tend not only to be tolerant of communities and cultures that are not their own, but are more likely to find value in—and actively seek out—experiences and customs that add flavor, variety and diversity to their lives” (xii, Introduction). These consumers look to brands and products from other cultures as a means for “personal enlightenment and growth” (xiii, Introduction).

One easily seen manifestation of this cultural exchange is food. Garcia notes that food has historically been a way of expressing and preserving culture in the United States. He gives the example of some of the early settlers, such as the English, Dutch and Germans, who brought their own culinary traditions to the United States. These “foreign” foods are now considered quintessentially “American” and include hot dogs, hamburgers and apple pie. As U.S. culture becomes more diverse, so does its palate. Garcia reflects on this phenomenon, stating that “if we really are what we eat, then the blue plate special now comes in every possible color and flavor, including some that never existed before” (241).

The use of brands and products as a means to create an identity is related to the “postethnic” perspective of young Americans. Garcia explains this way of thinking as the “assumption that identity and ethnicity are optional and flexible, as opposed to preordained and fixed” (107). In the past, identity depended on family, social class, and skin color, among other factors. However, today’s New Mainstreamers believe that they have the power to choose who they are, regardless of race or ethnicity. In many cases, this means choosing to identify on some level with an ethnic group or culture that is not their own. This self-image is inextricably related to consumer behavior. Garcia notes that

“Multicultural consumers are influenced by how they see others, but even more by how they see themselves. Self-image—and the way they define that image—determines what people choose as careers, where they live, whom they vote for, what kind of car they drive, where they shop, eat and vacation. Consumers gravitate to brands, products, and activities that reinforce their established sense of self or allow them to test drive a new persona. At a time when identity is becoming recognized as a key driver of consumer behavior, understanding how people see themselves…is imperative for corporations, organizations, and institutions” (217).

The beauty of this process is that it creates a reciprocal exchange of ideas, beliefs and traditions. While immigrants continue to adopt parts of American culture, what was once considered mainstream culture is also morphing to incorporate pieces of many different cultures into its fabric.

In addition to choosing brands for their ethnic diversity, New Mainstreamers also tend to choose brands and services which represent and support their values. Garcia characterizes this group as valuing “social responsibility, protecting the environment, civil and women’s rights” (xiii, Introduction) among other things. Therefore, companies should attempt to discover not only how their product is perceived, but also how their organization is seen in the community.

Currently, the United States economy can be described as “experiential,” meaning that the importance of a product or service is not in its extrinsic value, but rather in the experience that it provides users. Garcia concludes The New Mainstream with the proposal that we are moving beyond the experiential economy into what he calls a “transformational economy” in which products and services will “make each consumer a different, better person” (265). It is this transformational economy which marketers will have to keep in mind when reaching out to the New Mainstreamers, who expect not only to enjoy a product, but to be transformed by it.