10 New Hispanic Consumer Trends

October 22nd, 2014 in market research, study | Tagged , , | by | Leave a comment

Recently, the Pew Research Center’s Hispanic Trends Project put out a list of emerging trends among Hispanic Americans. Understanding their new trends can go a long way in identifying ways to speak to the Hispanic consumer and understand shifts in consumption and behavior.


1. The US Hispanic population is now at 54.1 million which solidifies their place as the second-largest ethnic group in the US. That means that close to 20% of Americans are Hispanic. This is a huge growth, as Hispanics made up only 5% of the population in 1970.

2. Five Hispanic origin groups have grown to one million people each: Cubans, Salvadorans, Dominicans, Guatemalans and Colombians. This means a larger and unprecedented variation of country of origin among Hispanic Consumers.

3. The share foreign born among Hispanics varies by origin group. Only a third of Mexican origin Hispanics are foreign born, far lower than any other major group.

4. Income of Hispanic immigrants have slowed greatly. This means that a growing number of American-born Hispanics are aging into adulthood and becoming the face of the next Hispanic consumer.

5. Hispanics are the youngest of racial and ethnic groups with a median age of 27, a decade younger than the US overall. There is also a large difference in median age among US-born and foreign born Hispanics.

6. The number of Hispanics under the age of 18 have doubled in the last decade.

7. Hispanics are still the largest immigrant group in the US, despite the slower levels of incoming immigrants.

8. The share of Hispanics who identify as Catholics has decreased 67% since 2010.

9. A record-breaking number of Hispanics are eligible to vote in 2014, 21.3 million more than in 2010.

10. Hispanics still mainly speak Spanish at home.

Learn more about the Hispanic Trends Project here.

Nike, Cultural Relevance, and Market Dominance

October 22nd, 2014 in branding, culture, Fashion | Tagged , | by | Leave a comment

Nike ReebokThe recent news of a potential bid by an investor group to buy Reebok from Addidas (which purchased Reebok in 2006) is interesting not necessarily because of Reebok’s struggle to remain relevant ever since its pinnacle with the phenomenon known as “The Pump” – but because of the utter dominance that Nike has over the U.S. sneaker market. This is not so much a story about what Reebok has done wrong or what Nike has done right, but about Nike’s identity as an American cultural icon.

Nike’s market share has grown from 35% in 2005 to 60% in 2014, while Addidas’s market share has been nearly cut in half and Reebok’s market share is a one-quarter of what it was in 2005. While it is conceivable that Reebok can gain back some of its lost market share it is hard to imagine Nike, with all of its cultural cachet, ever falling from its perch atop the sneaker industry. In a category that is ostensibly driven by athletic functionalism, Nike transcends consumer expectations of athletic shoes to be a brand that more broadly reflects being a part of a tribe driven by a determination to achieve excellence.

Well – Nike has clearly achieved excellence in the sneaker market. As both Nike and Red Bull have shown, cultural relevance and market dominance is achieved not through offering products or solutions bounded by the limitations of category expectations, but instead through offering inspiration to transcend expectations. Unfortunately for Reebok, it is going to take much more than changing the logo or a singular focus on fitness (or another gimmicky shoe) to turn its fortunes around.






October 20th, 2014 in Blog, infographics, market research | by | Leave a comment

While kids reach into buckets of candy, adults are reaching deep into their wallets. An expected $7.4 billion will be spent on Halloween festivities in 2014, including over $2 billion on candy. Do you have a furry friend who likes to participate in the festivities? About $350 million will be spent on pet costumes. Check out the infographic below from Zanifesto to see more spooky spending.


4A’s StratFest & Jay Chiat Awards

October 8th, 2014 in advertising, market research, Media | Tagged , , , , , | by | Leave a comment

The 2014 4A’s Strategy Festival wrapped up with week in Chicago at the Langham Hotel. Between the powerful speakers, rich content, impressive case studies, and jaw-dropping venue I would argue the conference was a smashing success.

The conference also celebrates the Jay Chiat Awards. Now in its 18th year, the Jay Chiat Awards are global awards that recognize the best strategic thinking in marketing, media and advertising around the world. The conference featured various case studies from this year’s winners. The awarded agency spoke to not only the campaign, but the challenges they faced, the strategies that overcame those challenges, and the staggering success metrics the campaign delivered on.

The highest honor is the Grand Prix which was awarded to OgilvyOne for the British Airways “Visit Mum” campaign. Check out their campaign and a few other winning campaigns below. For the full list of winners click here.

Grand Prix: OgilvyOne— British Airways “Visit Mum”

Global Strategy, Bronze: Leo Burnett/Arc Worldwide/Holler/Starcom MediaVest Group—Procter & Gamble – Always “#LikeAGirl”

Product/Service Creation, Silver: Lowe Lintas and Partners, India—Hindustan Unilever Ltd. “Little Farmers of Kissanpur”

Non-profit, Gold: Memac Ogilvy & Mather—Sawa Mninjah “Rescue Radio”

Lastly, a special thank you to FCB for hosting the Monday night party at their stunning offices on Michigan Avenue. No trip to Chicago is complete without some Garrett popcorn, thanks for party favor!

Welcoming Marketing Scrutiny

October 6th, 2014 in advertising, branding | by | Leave a comment

The emergence of social media brought with it more scrutiny over marketing efforts as consumers can now speak out (loudly) about marketing they disagree with. It is predicted that this scrutiny will only increase, as discussed in one of my blog posts. Marketers are pressured to stand for more than just sell, which can be scary to many brands unsure of what to stand for. But when well done, this new type of marketing can motivate your consumers to rally for your brand and, most importantly, understand your brand is on their side. Not to mention, of course, all the social good you can do.

This is best exemplified through the Dove Real Beauty campaign and the more recent campaigns for Under Armour, Verizon and Pantene. Under Armour, failing miserably in 2003, recently launched it’s “I Will What I Want” campaign, highlighting trailblazing women. Jennifer Pozner, founder of Women in Media and News, says “[Marketers] have wised up and said, ‘If we create ad platforms that treat women and girls as if they’re fully human, we can turn them into brand loyalists.’”

There have been many times where I have heard my co-workers tell me they think of their jobs as bringing the consumer’s voice into the marketing conversation. The voice brought to Under Armour was an unsatisfied female athlete  who was tired of frills and euphemisms, and wanted to be treated like the strong, no pain no gain athlete she is. Under Armour listened and  is now the second biggest sports brand in the US.

Learn more about Women in Media and News here and while you’re at it, look at Geena Davis Institute on Gender in Media here.

W5 at Recent Corporate Researchers Conference

October 2nd, 2014 in Uncategorized | Tagged , , , | by | Leave a comment

I can’t believe it’s been two weeks since the Marketing Research Association’s (MRA) Corporate Researcher
Conferences untitledheld at McCormick Place in Chicago. W5 found the event a great success, both the content  and the folks we met. Most of all, the conference had a great industry collegial ‘vibe’ that I feel has been missing from many conferences. I think this is due to the fact that the MRA is a nonprofit institution and its mission is to promote the industry as a whole, and not profit from it.

I also found refreshing the wide array of speakers and topics. Mobile, of course, was presented but not beaten to death; a bit on retail; in-context ethnography; infographics; storytelling with data; and an overall good balance of qualitative and quantitative discussions. At some conferences a hot topic seems to dominate (i.e., mobile, big data, neuromarketing, eye tracking, and a host of others, depending on the year), but the MRA offered a  mature event. And while there were a few sessions for corporate researchers only (i.e., no vendors or supply side researchers) at no time did I feel excluded.

I’m not going to highlight any one speaker over another, but recommend you look over the site and go from there: http://crc.marketingresearch.org.

People of all stripes can benefit from attending: corporate researchers, ad agency account planners, suppliers and vendors to the industry, and non-researchers in industry and nonprofits who use research to assist their decision-making.

We hope to see you at next year’s event where the W5 team will again be in attendance and a proud sponsor!


September 15th, 2014 in culture, study | Tagged , | by | Leave a comment

It’s that time again-another Case Study! Here at W5 we like to share what we’ve been doing, including recent research studies that have helped client achieve their business goals. This case study highlights W5′s approach and the resulting deliverables for a research study on how to create a retail space to satisfy both general and Hispanic markets.

My very first blog post was about the future of Spanish in the US and discussed whether bilingual efforts were still relevant to the Hispanic market of today.  Later, I was assigned to a study that investigated how to refine a retail store to better accommodate Hispanic consumers’ needs, including language needs. It is essential that consumers understand the retail space whether navigating the store independently or guided by a sales representative. This can become a convoluted balance in bilingual markets where retailers will ask themselves how to accommodate for Hispanic consumers’ needs. An in-depth retail environment study can answer such bilingual marketing questions as: are bilingual
sales representatives sufficient assistance for consumers; is a cultural ‘translation’ a more appropriate marketing solution than a language translation; and will we be isolating or alienating unilingual consumers if we grow bilingual efforts?


A multinational telecommunications company wanted to under
stand how Hispanic shoppers react and engage with a newly redesigned store. The client wanted to ensure new design and layout improvements accommodate any cultural and language needs before renovating additional stores.


To understand consumer perceptions of the new store, W5 interviewed pre-recruited Hispanic consumers and employees and conducted in-store interviews, intercepts and employee interviews. In addition to Hispanic shoppers, W5 also spoke to non-Hispanic shoppers to compare experiences. Discussions centered on navigability of the space, functionality of interactive experiences, and clarity of in-store communications.


The research revealed opportunities for refining experiences and noted meaningful points of differentiation between the general and Hispanic markets. Through our ethnographic approach, W5 recommended changes to the store to enhance its appeal with the Hispanic market and outlined important criteria when catering to this community. The results ensured a store design that would successfully communicate to both Hispanic and general market consumers, encourage product interaction, and avoid confusion related to customer service, navigability, and product features and benefits.

Spotlight is a special feature of the W5 Blog showcasing W5 consultants’ approach to designing marketing research studies, creating engaging deliverables, and informing strategy. For more information on W5’s approach to qualitative or quantitative research contact: projects@W5insight.com.

SPOTLIGHT: Exploring Consumer Sentiment & Building Empathy

August 20th, 2014 in advertising, market research | Tagged , , , , , , , | by | Leave a comment

Every once in a while, we like to share what we’ve been up to, including how our research engagements have helped our clients achieve their business goals and some of the lessons learned. This case study highlights W5′s approach and the resulting deliverables for assisting a client with their campaign strategy.

A video deliverable is a great way to provide context to research and bring consumers’ lives out of the field to project stakeholders. There is incredible power in hearing responses and opinions directly from the mouths of your consumers. In the case study below, capturing stories and emotions surrounding fraud victims was very effective in shaping the client’s messaging going forward.


“Exploring Consumer Sentiment and Building Empathy”
A financial services client developed an ambitious multi-channel campaign to raise consumer awareness and provide education on financial fraud. W5 worked with the firm to cultivate understanding and empathy within the organization for at-risk consumers and evaluate advertising concepts for effectiveness in supporting the campaign goals.

W5 designed an approach providing consumers a forum for sharing perceptions of financial fraud as well as react to advertising stimuli. W5 conducted a series of Focus Groups to explore consumer sentiment toward the concepts, followed by Post-Group Interviews to capture their personal stories and their experiences with fraud, detailing how they were victimized and their emotional response in the ensuing days and months.

W5 applied the findings to the client’s campaign strategy, suggesting key areas for more effective messaging to and targeting of at-risk consumers. W5’s reporting included an edited Highlight Reel Video featuring the personal stories of fraud victims. The five-minute video encapsulated key findings, shared victims’ personal experiences and was distributed throughout the organization to cultivate a shared sense of empathy toward the consumers at the heart of their campaign.

Spotlight is a special feature of the W5 Blog showcasing W5 consultants’ approach to designing marketing research studies, creating engaging deliverables, and informing strategy. For more information on W5’s approach to qualitative or quantitative research contact: projects@W5insight.com.

Interstate Migration and Cultural Evolution

August 18th, 2014 in culture, data visualization, infographics, knowledge | by | Leave a comment

In the world of academic anthropology the theories, hypotheses, and debates around human migration are a defining characteristic of the field. Entire careers are built on developing and/or supporting migration theories from the Multiregional vs. Out-of-Africa origin of biologically modern humans, to the Bering Strait land bridge vs. Atlantic crossing theories for the peopling of the New World.

While discussing the strengths, weakness, and supporting evidence of various migration hypotheses can be an interesting exercise in and of itself, what is particularly interesting about human migration patterns is thinking about how migration impacts cultural evolution.

A recent article from the NY times, “Where We Came From, State by State,” displays a fascinating series of infographics showing state-by-state migration trends from 1900 to the present for all 50 states. It is interesting to view this information while thinking about why state-to-state migration has changed, from the simple fact that automobiles made it significantly easier to move long distances, to economic factors both pushing and pulling people to or from certain places. It is also particularly interesting to view this data in the light of what it says about the collective culture of a state as a whole, from Nevada which has the largest percentage of residents born outside of Nevada (75%) to Louisiana which has the largest percentage of native born residents (79%).

Nevada State-by-State
LouisianaNorth Carolina, where we are based here at W5, had the highest percentage of native born residents at the turn of the century (95%) while that number has decreased to 58% of residents born in North Carolina in 2012. So how has the culture of North Carolina changed as a result of this increasing influx of residents from outside of North Carolina?

A recently published book, “Talking Tar Heel,” details the history of language in North Carolina and how distinctive dialects and accents have changed over time. For an interesting overview of the ways language in North Carolina has both changed and stayed the same over the decades (and to hear some really interesting NC dialects) check out this North Carolina Public Radio podcast with one of the authors of the book.

So what does the data displayed in these infographics say about the culture of your state, and how has your state’s culture changed over the years? We would love to hear your perspectives! Leave a comment to share your thoughts!